Christmas Campaign for Dubai Mall, UAE

  • THE IDEA

    This Christmas season, The Dubai Mall is set to embark on a heartwarming and festive campaign that encourages a shift in perspective. 
    Departing from the traditional portrayal of Santa Claus, our concept taps into the spirit of selflessness, unity, and the joy of giving.
    A concept set to inspire people to embrace the role of the gift-giver and spread joy within their circles.
    Departing from the traditional image, our campaign focuses on diverse individuals sharing joy through acts of giving, reinforcing the message that everyone can be a Santa, while still showing the retail essence of the Mall. 

  • SHORT FILM

    15-second film featuring a security guard in his control room.
    While monitoring the CCTV footage from the mall, the guard spots something unusual – numerous Santa’s casually strolling around on the screens. It surprises and confuses him, prompting him to stand up and glance out the window, still in disbelief. But here's the twist: the individuals captured on the cameras are just regular people and not a single Santa is in sight! The security guard smiles and understands.

    The underlying message is clear: the scenario serves as a reminder that each of us carries a Santa spirit within, focused on the act of giving back. There is a Santa in each and every one of us.
     

    Celebrating Every Santa!

  • KEY VISUALS

    To bring our vision to life in a realistic way and awaken the Santa within us all, we utilized Midjourney to craft the visuals, which we then refined to achieve our final vision all while maintaining the distinctive look and feel of Dubai Mall.

  • ACTIVATIONS

    1- A parking spot designated for Santa in the mall's parking areas triggering curiosity among customers.

    2- A real sleigh parked announcing Santa’s arrival.

  • FILM / VIRAL VIDEO

    An influencer, desperately seeking a parking spot at Dubai Mall, stumbles upon an empty space marked "Reserved for Santa." Suddenly, what seems to be an elf emerges next to the spot, playfully shaking their finger in a "no" gesture. The camera captures the bewildered driver's reaction. When it pans back to the parking spot, the elf is gone, replaced by an adorable child crossing the lot with his parents.

 

CONTENT CREATION

Content created for Dubaï Mall’s Instagram.

  • Directed on-ground shoots.

  • Developed ideas based on current trends.

  • Planned the storyboard for each project.

  • Edited videos to align with trending content.

  • Retouched colors and enhanced the overall look and feel.

  • Generated new concept ideas.