Cheil London and Ricky Wilson teamed up to highlight Abu Dhabi as a premium travel destination in a new £1m Etihad Airways brand campaign.
‘The Abu Dhabi Stopover Challenge’ campaign sees the Kaiser Chiefs front man showing everything the city has to offer as he races to complete 24 activities in 48 hours.
The film, which was shot in 48 hours, shows the myriad activities consumer can do while in the city as part of Etihad’s aim to elevate Abu Dhabi as a prime stop over location.
In those 2 days, Ricky takes full advantage of Abu Dhabi’s top destinations from riding the fastest roller coaster at Ferrari World to learning to belly dance, to sand boarding down the dunes.
Throughout the video he is helped by the Etihad staff along the way. He is then seen being rewarded for completing the challenge with a stay in a luxury hotel for the night.
Consumers will be targeted through Instagram, Facebook and Twitter and directed to a dedicated site for the campaign. Consumers can then sign up for their own Abu Dhabi Stopover Challenge with the caveat that if they don’t complete all the activities within the 48 hour period, they will have to sleep wherever they are when the clock stops.
Launching in the UK, India and Australia, the campaign runs across digital and social platforms, supported by out of home and direct channels.
Russell Schaller, Creative Director of Film at Cheil London told DIVERGE:
“Everyone has a bucket list of thing they want to do and see when travelling. We thought it’d be fun to get Ricky to do his against the clock. Etihad offers its passengers the unique opportunity of a stopover in Abu Dhabi and this campaign sets out to highlight everything it offers as a unique Stopover location, in an engaging and entertaining way.”
Credits:
Head of Content: Robert Morgan
Producers: Pranav Arya, Huw Allen
Creative Director: Russell Schaller
Writers: Elliot Riordan, Hannah Davis, Tom Dunn, Kevin Morosky
Account Director: Owen Knight
Production company: Firecracker
Producer: Adam Lyne
Executive Producer: Claire Finn
DOP: Benedict Spence
Director: Sam Wrench
