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Momentum and Dejavu bring ‘Yas Yas Baby’ to Yas Island


Website Format - Yas Yas Baby CampaignWebsite Format - Yas Yas Baby Campaign

Abu Dhabi leisure and entertainment hub, Yas Island launched a campaign titled ‘Yas Yas Baby’ in an integrated roll-out inspired by the 90’s hit single, ‘Ice Ice Baby’.

This marks Yas Island’s second attempt at transforming throwback songs for their campaign after last year’s ‘Stayin’ On Yas’ music video, which garnered almost seven million views.

Styled in the format of a music video, the campaign features a group of energetic b-boys and b-girls dancing their way across iconic attractions on Yas Island, including Ferrari World Abu Dhabi, and Yas Waterworld and Yas Mall. The 90’s-inspired music video showcases the idea of fun vacations through entertaining fun lyrics.

Liam Findlay, CEO of Experience Hub, the trade and promotion arm of Yas Island and a subsidiary of Miral said, “We are very excited to put a Yas Island spin on the iconic 90’s hit and turn it into this year’s snappy summer staycation anthem. We believe the power of music has an emotional and intrinsic resonance with people and ‘Yas Yas Baby’ is a continuation of the destination’s musical journey, highlighting Yas Island’s energy through its fun rewritten lyrics. We are looking forward to seeing everyone singing and dancing along to this awesome take on a classic tune.”

‘Yas Yas Baby’ campaign was posted across the destination’s social media pages: Facebook, Instagram and YouTube


ClientYas Island
Creative agency – Momentum
Production house- Dejavu Dubai
Media buying – Initiative MENA
PR Agency – Four Communications