THE FUTURE COUNTS ON YOU

Everyone can contribute to the growth and development of their country. This is the core message of the campaign we developed for the first census commissioned by United Arab Emirate Ras Al Khaimah. The campaign's creativity revolves around a clear and neat copy strategy - The future counts on you. The storytelling takes an inclusive, reassuring and empathetic tone of voice to create empowerment, pride and a sense of belonging among the local population.

The challenge was to find the most relevant insight to connect with a very varied population. Our objective was for everyone to feel that they could make their voice heard, while conveying the importance of participating in the census - a very powerful resource to concretely address the country's needs. This strategic campaign for Ras Al Khaimah, one of the fastest growing Arab emirates, was yet another opportunity to bring out the Ad Store’s purpose - to put creativity at the service of people and make a real and positive impact in their lives.

With an integrated approach, the campaign was implemented on a multichannel platform to amplify the reach of our message. TVC, OOH, events, social media,campaign branding, digital PR and media relations were the touchpoints we activated with a human centric approach to reach different audiences and make every RAK citizen feel personally engaged.