Be Moved in a Thousand Ways

Client: Saadiyat Cultural District

Saadiyat Cultural District in Abu Dhabi, slated for completion this year, represents the UAE's dedication to both its heritage and a progressive future. This ambitious project, boasting a high concentration of cultural institutions like Louvre Abu Dhabi, Manarat Al Saadiyat, and future additions such as the Guggenheim Abu Dhabi and Zayed National Museum, aims to be a global hub for dialogue and exchange.

Memac Ogilvy, leveraging its regional expertise, spearheaded the largest global campaign launched from Abu Dhabi this year, successfully establishing the District as a major cultural destination. By localizing content, utilizing impactful advocates, and targeting key markets, including the Global South, the campaign connected with diverse audiences. High-profile media engagements, including interviews with HE Mohamed Khalifa Al Mubarak, reinforced the District's status as a cultural landmark. The synchronized messaging reaffirmed Abu Dhabi’s commitment and deepened global appreciation for the District's assets. Notably, the campaign, reaching over 4.2 billion people with 98% earned media, avoided any mention of potentially sensitive topics like culture-washing, labor issues, or construction delays. Ultimately, the campaign achieved its objective of reinforcing Abu Dhabi’s rise as a global cultural capital.