Telecom and digital services provider du has launched ‘Bridging the Spaces Between Us’: a new brand campaign that places human connection at the centre of its story.
Created with TBWA\RAAD, and brought to life in collaboration with Mindshare, The Goat Agency, SOCIALEYEZ, The Hanging House, and Rush Films, the du campaign premiered on Burj Khalifa, marking a standout moment, before it went live nationwide across out-of-home (OOH), digital, social and film.
Through this campaign, du renews its commitment to add to life, reflecting on the spaces their services, solutions and technologies help bridge.
The campaign highlights moments where du’s presence strengthens family bonds, fuels innovation and supports creativity, without once mentioning bandwidth or coverage maps.
Thus, instead of relying on the usual products, promotions, metrics or hardware cues, the campaign celebrates the emotional and cultural spaces that shape life in the UAE.
Whether it is bridging the space between families and the moments they share, businesses and their goals, finances and aspirations, or technology and the UAE’s vision, their mission is to make things easier, faster and more accessible for everyone.
Noor Akar, Group Creative Director, TBWA/RAAD, said, “It’s refreshing to see a brand pushing for something meaningful and emotional in an industry that is overwhelmed by commercial offers. Beautiful things do happen when we bridge the spaces between us, and this campaign has been the beautiful result of the space between creativity and vision being bridged.”
This platform reframes technology as an enabling force. It speaks to the idea that the most meaningful spaces are not physical. They are emotional, social and aspirational, and du’s role is to help bridge them. This includes the spaces between people, communities and businesses, and the nation that everyone is building together.
Carl Ghosn, Account Director, TBWA/RAAD, said, “This is a campaign that genuinely connects with people. It shines a light on the spaces that define how we live and grow between individuals, across businesses, and throughout the country we’re shaping together, and the role du plays in enabling this. If I could choose one space to bring closer, it would be between the spark of an idea and the moment it finds its place in the world.”
CREDITS:
Client: du
Ibrahim Almayahi, Vice President of Brand & Marketing Comm.
Simon Ornelis, Director Brand Development & Corporate Identity
Hawra Abdulla, Manager Brand Development & Corporate Identity
Layal Hassi, Media Planning and Buying Lead
Faisal Tawakul, Director of Events, Sponsorships & Social Media
Yousef Almuhalwi, Event Manager
HaninAbu Shamat, Manager Social Media
Nazek AlBukhari, Manager Marketing Communications – Customer & Channels
Salah Almasri, Specialist Marketing Communications (Customer & Channels)
Priyan De Silva, Manager Marketing Communications (Customer & Channels)
Creative agency: TBWA\RAAD
Carl Ghosn, Account Director
Layla Gaussin, Senior Account Manager
Ghida Makati, Account Manager
Mohammed Aayaz, Account Executive]
Lauren Adamson, Project Manager
Catherine Bannister, Chief Strategy Office
Derek Green, Chief Creative Officer
Noor Akar, Groud Creative Creator
Jericho Dizon, Senior Art Director
Denise Gregory, Junior Designer
Siboniso Mncube, Senior English Copywriter
Daniela Aguirre, Senior English Copywriter
Abdollah Zeynabi, Arabic Copywriter
Geron Sorsogon, Motion Designer
Salim Alizmarly, Senior Finalizer / Motion Designer
Marie Aad, Senior Finalizer
Roshan Jameer, Motion Designer
Tejas Kulkarni, Motion Designer
Media agency: Mindshare
Naya Ghorayeb, Media Planner
Reine Slim, Senior Media Planner
Joseph El Bcherrawy, Client Leadership Director
Zouher Tawil, Senior Performance Executive
Ali Tourba, Senior Performance Executive
Samar Al Ghazal, Senior Performance Manager
Linford Quadros, Trading Manager
Tony Abi Assaf, – Associate Trading Director
Ghada Barake – Senior Content Manager
Digital agency: SOCIALEYEZ
Habib Yahya – Client Servicing/Account Manager
Yasmeen Al Monayyar – Client Servicing/Account Manager
Rana Hassan – Client Servicing/Account Manager
Ahmad Hanieh – Client Servicing/Account Director
Abu Bakar Saddique – Video Director
Elie Kolijian – Copywriter
Rami Treikie – Copywriter
Samar Hamed – Designer
Abdullah El Sayed – Animator
Experiential agency: The Hanging House
Azalea Watfa – Senior Account Manager
Narimane Hassan Hussien Mohyeldine – Project Manager
Leila Harati – Project Manager
Moamen Gamal Metwaly Hanafy, Senior Project Manager
Riya Chavan – Project Coordinator
- Alain Abi Khalil, Executive Producer
- Alan Masferrer, Director
