For Sputnik Floyd, producing a tourism ad for Ras Al Khaimah, one of the UAE’s seven emirates, couldn’t be more of the same old horizontal format or the tired cliché of a postcard paradise ad. Promoting this destination in a fresh and different way and reaching both Middle Eastern and international target markets had to go beyond the traditional tropes.
Before conceptualizing, the team took some statistics into consideration: in a population of 9.94 million, a whopping 97.6% of the people in the UAE are smartphone owners, compared to 68.6% that own a pe
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