Dubai Presents positions Dubai not just as a destination but as an entertainment property, showcasing the surprising multiplicity of the city. Using cinema genres both as a platform and the foundation of the concept meant that the campaign could go beyond just advertising to create content that audiences can actually enjoy watching and sharing, creating organic interest and word of mouth.

Dubai Presents… positions Dubai as an entertainment property. Hollywood actors Zac Efron and Jessica Alba act their way across six films genres, each representing a different side to the city.

In 2021, as we etched closer to easing of travel restrictions and witnessed a resurgence in travel demand, we started with the objective of creating a campaign that would not only cut through the noise in a competitive marketplace but also cement Dubai’s position as a city of multitudes, offering something unique for everyone. The challenge was getting people to recognize that the city is more than just its glitz and glam; showing the world that you can have anything from an action-packed adventure, a romantic city break, a holiday with your mates and anything in between; in a single campaign. We wanted to do something that would spark conversation, inspire interest and eventually drive search and consideration for the city and ultimately, make Dubai, THE destination of choice.