Experience Abu Dhabi has revealed its 2024-2025 Abu Dhabi Calendar, with a campaign headlined by celebrities Steve Harvey and Emirati actor Ahmed Al Jasmi.
The campaign also (officially) launches the ‘Passion Calendar,’ a tool developed by Experience Abu Dhabi, that allows users to integrate events in the city with their own personal calendars.
Thus, the films adopt the theme under the campaign’s namesake, Passion is the Occasion, to showcase a diverse lineup of events across sports, culture, music, and entertainment that are scheduled to occur in Abu Dhabi.
The campaign, based on the idea that passion shapes memorable moments, aims to bring Abu Dhabi’s diverse events to a global audience.
H.E. Nouf Mohamed Al-Boushelaibi, Executive Director of Strategic Marketing & Communications at DCT Abu Dhabi said: “With this Abu Dhabi Calendar campaign, we are welcoming every visitor, with every type of passion, to explore and connect with what truly inspires them.”
She also emphasised that the intention behind Passion is the Occasion was to communicate the message that Abu Dhabi is a vessel for creating lasting memories, allowing passion to become the experience.
“Passion drives us, moves us and fuels the fire inside of us—from the events we attend to the experiences we dream about. Both Steve Harvey and Ahmed Al Jasmi are incredible entertainers and reflect the variety of our audiences while embodying that spirit of passion,” she said.
The brand films, released on YouTube, feature Harvey in the global version and Al Jasmi in the regional one for Arabic-speaking audiences. Both films highlight the wide range of events that Abu Dhabi has to offer, from sports to cultural showcases, ensuring there is something for everyone.
Backing this star-studded campaign is a stellar lineup of partners, including Ogilvy, who led the tech development of the ‘Passion Calendar’ and supported with PR and communications; Serviceplan Group Middle East, who drove the creative; Dejavu, who was behind the campaign’s production; and Spark Foundry, who orchestrated media distribution.
Nishant Shah, Executive Creative Director, Serviceplan Group Middle East, said, “Abu Dhabi is a city of passionate people from all around the world. A place where stardom shares the stage with ‘fandom’. This campaign casts the spotlight on both the champions, and the cheerleaders who make them.”
The executive producer from the film’s production house, Dejavu, said the two films mark the “first brand narrative for Abu Dhabi Calendar.” Manasvi Gosalia explained that Dejavu’s intention was to create a seasonal promo reel that was ‘human and authentic.’
“From the edit to the camera work, every aspect of this film was crafted with a personable gaze to create a sense of fond familiarity and the feeling of ovation,” she said.
Finally, Yasser Hamdy, Business Director, Ogilvy, commented on the novelty of The Passion Calendar. “It gives them a personalised way to discover the wealth of events in Abu Dhabi through a diverse calendar meticulously curated to cater to every interest,” he said.
“Passion is Abu Dhabi Calendar’s North Star, and this initiative is infusing that spirit into the lives and calendars of fans worldwide, turning a simple calendar entry into an engaging experience,” Hamdy concluded.
Passion is the Occasion has gone live across owned, earned and paid channels, reaching more than 25 regional and global markets.
Credits:
Department of Culture and Tourism – Abu Dhabi
H.E. Nouf Mohamed Al-Bushlaibi: Strategic Marketing & Communication Sector Executive Director Emma Campbell: Sector Marketing Department Director
George Kalliamvakos: Planning, Strategy & Operations Department Director Ghadeer Khub: Creative & Production Department Director
Imane Zebrini: Special Projects Lead
Kenneth Monis: Acting Domestic Destination Marketing Unit Head
Nishita Virkar: Public Relations & External Affairs Section Head
Jonathan Muller: Creative Content Section Head
Nada Assaf: Campaign Section Head
Mohamed ElShorafa: Campaign Management Unit Head
Ahmed Ragaie: Digital Design Unit Head
Christopher Ian Santos: Sr. Graphic Designer Ismail Ben Jelloun Touimi: Digital Marketing Lead Yazan Al Kayyali: Social Media Manager
Ibrahim Hesham Elabd: Account Executive
Soraya Jomaa: Domestic Destination Marketing Specialist
Leah Williams: Marketing Specialist
Fatma Mohsen Elhoseni: Events Specialist
Grainne Murphy: Celebrities & VIPs Management Unit Head
Jubin John: Influencer Specialist
Ady Badawi: Senior Media Planner
Steven Bond: Editorial Unit Head
Serviceplan Middle East
Natalie Shardan: Managing Partner
Akhilesh Bagri: Chief Creative Officer
Nishant Shah: Executive Creative Director
Luliia Borisova: Account Director
Mohamad Saboury: Account Manager
Sajju Ambat: Director of Creative Strategy
Karim Mroueh: Head of Tech and Innovation
Geetika Sood: Sr. Producer
Saquib Wakankar: Jr. Producer
Andre Couto: Creative director
Daniel Zacatenco: Associate Creative Director
Zein Sadedin: Sr. ENG copywriter
Nehal Salah: Sr. ARB copywriter
Kunal Gagwani: Sr. Art Director
Yasir Ali: Sr. Digital Designer
DejaVu
Manasvi Gosalia: Executive Producer
Kavya Iyer: Head of Production
Maarouf Bikdache: Producer
Mohamed Taha: Producer (AR)
Jason Bock: Director
Neelay Shah: Director (AR)
David Foulkes: DOP
Ed Yazbeck: DOP (AR)
Haider Saaby: Production Manager
Anora Tukhsanova: Production Manager
Danielle Barakat: Production Manager
Azima Moon: Production Coordinator
Elly Karamoh: Wardrobe Stylist
Clara Strambio: Wardrobe Stylist (AR)
George Cassab: 1st Assistant Director
Remy Haddad: 1st Assistant Director (AR)
Sharief Mohamad: Gaffer
Haratj Hakoubyan: Key Grip
Boris Olomi: Key Grip (AR)
Merve Cangokce: Make-up artist
Samantha Ayoub: Make-up artist (AR)
Pranali Diwadkar: Art Director
Safi Rai: Art Director (AR)
Rafic Sawaya: Head of Postproduction
Tasmiah Khan: Post Producer
Denis Leborgne: Editor
Oussama Ghannam: Editor
Mango Jam: Music Composer
Spark Foundry
Tarek Barraj: Associate Business Director
Vedrana Strong: Senior Manager
Frankie Warren: Senior Manager
Mayline Eid: Manager
