TBWA\Raad’s campaign for this year’s Abu Dhabi Film Festival had two objectives. One, to dramatise ADFF’s role as a people’s festival, a real celebration for real film lovers. Two, to introduce the ‘Iris’, a brand icon that it is hoped will, over time, become synonymous with ADFF. The agency chose light to symbolise Abu Dhabi’s role as a catalyst to the future of Arab cinema.
Project City of Light
Client Abu Dhabi Film Festival (ADFF)
Creative agency TBWA\Raad
Executive creative director Martin Lever
Associate creative director Deger Cotelioglu
Senior art director Breda Plavec
Agency producer Jessica Abi-Nassif
Account supervisor Robert Kay, Hazem Atieh
Production co
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