Emirates NBD, a leading bank in the UAE, has revealed details about its Generations of Her campaign launched for Emirati Women’s Day.
The campaign, which aims to celebrate 50 years of the General Women’s Union, honours the legacy of Emirati women through a bold, future-forward lens while also reinforcing Emirates NBD’s commitment to diversity, equity and inclusion.
Running primarily in the UAE on the occasion of Emirati Women’s Day, the. campaign brought to life in collaboration with Vertigo Films ran for three days in the UAE, and was assessed based on social metrics and testimonials.
“Emirati Women’s Day is a national occasion celebrating the vision, achievements and potential of women in the UAE. As one of the country’s leading financial institutions, Emirates NBD has consistently championed inclusivity, empowerment and innovation,” said Hala Zamani, Corporate Marketing Manager, Emirates NBD.
Zamani added, “This year, we seek to elevate our presence by launching a bold, future-forward campaign that captures the essence of the modern Emirati woman; her roots, her resilience, and her readiness to lead in a transforming world.”
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The Generations of Her campaign was rolled out primarily across social and digital channels and looked to engage with audiences audiences across generations — especially youth — on platforms such as TikTok that they organically use.
As such, it went beyond just a content film, intending to create experiences, interactions and AI-led creative outputs that move people.
Blending tradition with technology to deepen brand affinity, the campaign introduced an AI host to lead a deeply human, cross-generational conversation.
Through this approach, the bank intended to reinforce its position as an innovation leader that creates emotionally resonant, shareable content and sparks meaningful dialogue between generations — while simultaneously setting a new standard for storytelling in the region.
“While the campaign centered on celebrating Emirati women, its message resonated beyond gender inviting the entire community to take part in honouring, uplifting, and reflecting on the impact of Emirati women across generations,” Zamani concluded.
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Additionally, as part of Emirates NBD’s celebrations for Emirati Women’s Day, and in partnership with Expo City Dubai, the bank hosted a special event at the Women’s Pavilion in Expo City Dubai.
Inspiring Emirati leaders took the stage to share bold ideas and ambitious visions, reflecting the values of empowerment, leadership and progress that continue to shape a prosperous and sustainable future for all.
CREDITS:
Client: Emirates NBD
Agency: Vertigo Films
