First Abu Dhabi Bank: Create to Grow Stronger

First Abu Dhabi Bank, a banking brand, established a connection with consumers in the UAE with an unconventional branded content campaign.

Campaign details

Brand: First Abu Dhabi BankBrand owner:  Abu Dhabi Investment Council Entrant company: MullenLowe DubaiMedia: Universal Media DubaiMarket: Middle East & AfricaSector: BanksMedia channels: Content marketing, Video on demandBudget: Up to 500k

Executive summary

Art is a collaborative endeavour. Yet the pieces we esteem most highly are almost always attributed to a single creator. The American Psychological Association produced a report into whether multiple creators are worse than one and the bias toward single authors in the evaluation of art.

The findings found that our...

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