The Work

Dubai Shopping Festival – The Best of Times

This year’s campaign for Dubai Shopping Festival (DSF) is called ‘The Best of Times’ and is Dubai’s invitation to the world to come and celebrate life. Next year’s DSF begins on 3 January and runs for a month.

Project The best of Times
Client DEPE – Dubai Shopping Festival 2013
Creative agency TBWA\Raad
Executive creative director Martin Lever
Associate creative directors Guido Pecego, Deger Cotelioglu, Bassam Doss
Art director Hiba Hassan
Head of production Rouba Asmar
Producer Jessica Abi-Nassif
Group account director Firas Wahbeh
Account director Amira Ibrahim
Production company City Films
Executive producer Joyce Hadifé
Director Melanie Bridge
DOP Danny Rhulmann
Post-production company Optix Digital
Editor David Zavadescu
Music composer Pete Jones


  • Sorrrry
    This TVC lacks that PUNCH that exuberance feeling of attending Dubai Shopping Festival – disappointed



  • Doesn’t work for me. DSF is about fun, excitement, thrill, colours, noise. All that’s missing from this one. Through the spot, I was waiting for the soothing music to suddenly burst into a rupturous roar that is the DSF. I can see the makers trying to create a personal more human link to it all. But in the bargain it’s robbed DSF of its character. Totally lacks the exuberance of the biggest event of the region.

  • Romantic and beautifully directed… but….

    When I’m “spontaneous, laughing, careless, at the most beautiful me,” the last thing I would go for is shopping!

    Really, wrapping real happiness and offering it in shopping bags with price tags is the ugliest form of communication the corporate culture brought into our lives!


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