To celebrate Emirati Women’s Day on August 28th 2024, Abu Dhabi Culture, in collaboration with Memac Ogilvy and Press Play Art Production, shared a social-first video campaign depicting the inspiring legacy and artistry of Emirati women and artisans.
The video, strategised as a touching tribute to Emirati women on their special day, went beyond a simple celebration to offer a glimpse into the very heart of Emirati heritage.
Conceptualised by the team at Abu Dhabi Culture, the video aimed to cast a well-deserved spotlight on the artisans of the House of Artisans – women who are true custodians of Emirati tradition.
Mashael Al-Ali, House of Artisans Section Head at the Department of Culture and Tourism – Abu Dhabi said, “This campaign is a tribute to the heart and soul of Emirati culture – our women. For generations, they have been the weavers of our traditions, the keepers of our stories, and the inspiration for our communities.”
“By showcasing the artistry and dedication of these remarkable artisans, we aim to inspire a deep sense of pride in our heritage, particularly amongst our youth. As envisioned by our Founding Father, HH Sheikh Zayed bin Sultan Al Nahyan, we believe that by honouring our past and empowering future generations, we ensure a vibrant and thriving Emirati culture for generations to come,” Mashael Al-Ali added.
The campaign embraced a digital-first approach, strategically leveraging social media channels such as Instagram to maximise its impact.
Campaign strategy
Speaking to Campaign Middle East, the Abu Dhabi Culture team shared that the video campaign was conceptualised to showcase:
Generations of strength
The imagery showcasing Emirati women across different generations was crucial and intentional.
“Emirati women have long been, and continue to be, pillars of their communities, shaping society through their invaluable contributions,” Abu Dhabi Culture shared in a statement.
Living legacy
The video also aimed to highlight how generations of knowledge have been passed down to Emirati youth, ensuring the survival of their rich heritage, fostering national pride and a strong sense of identity, and nurturing a love for heritage in younger generations.
Empowered women
The campaign showcases how the artisans defy misconceptions, showcasing the vital role of Emirati women in Emirati society.
Treasures of tradition
Each handcrafted Emirati heritage item within the video embodies a rich tapestry of history, culture, and meticulous craftsmanship. They highlight the importance of mentorship and knowledge transfer to ensure these traditions thrive.
Inspiring the future
Abu Dhabi Culture also said that it remains deeply committed to educating Emirati youth, empowering them to carry their heritage forward with pride and understanding.
Honouring the past; shaping the future
Embracing progress while staying rooted in tradition, as envisioned by the Father of the Nation His Highness Sheikh Zayed bin Sultan Al Nahyan ensures a bright future for Emirati culture and communities, Abu Dhabi Culture shared in their statement to Campaign Middle East.
Campaign credits
Agency
PR – Memac Ogilvy (amplification from PR through earned opportunities)
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- Rolande El Ghusayni – Senior Account Manager
- Shady Fekry – Associate Director, Media Relations
- Ishita Singh – Junior Account Executive
Client
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Salama Alshamsi – Director of Abu Dhabi Culture Site
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Sherine Nour – Director of Culture Sector Marketing
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Ehab Haddad – Marketing and Communications Unit Head
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Nadia Alhashmi – Digital Marketing Specialist
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Fatima AlShamsi – Marketing and PR Lead
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Menatallah Mohamed – Associate Project Manager
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Nouf AlDaheri – Artisans and programme coordinator
Production
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Aisha Al Zaabi – Director
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Yousef Mohammed – Producer
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Mohammed Al Zaabi – Executive Producer
