Campaign details

Brand: du Telecommunication
Brand owner: Emirates Integrated Telecom Company (EITC)
Lead agency: Leo Burnett Dubai
Contributing agencies: Hearts & Science, MSL Dubai
Country: United Arab Emirates
Industries: Telephone & internet services
Media channels: Cinema, Content marketing, Events & experiential, Online display, Online video, Programmatic display, Public relations, Radio & audio, Social media, Word of mouth, advocacy
Budget: 500k - 1 million

Executive summary

A leading telecom brand in the UAE, du perceives its function in society as more than simply a product and service provider. The objective of this campaign was to raise awareness of a subconscious behaviour, second nature to people who live a dual life – one online, the other offline.