Hook
Sometimes, the most powerful stories are written across the sky.
The Challenge
wasl, the consumer-facing arm of Dubai Real Estate Corporation, wanted to celebrate its 10th anniversary, but awareness was low, and we needed to showcase its identity in a way that would resonate with both residents and the world.
The Solution
We created #LookUp – a Guinness World Record-breaking stunt that projected Sheikh Zayed’s image across a 300-foot aerial canvas, the size of an NFL pitch. Supported by Dubai’s top influencers, the tribute honoured the UAE’s Founding Father while reminding residents of wasl’s role in shaping Dubai.
The Impact
The campaign reached over 440,000 residents, engaged nearly 83 million people online, and secured coverage across 112 regional and global media outlets. Brand perception rose from 23% to 41%, blind recognition hit 82%, and 77% of respondents said “wasl supports Dubai.”