‘One Summer Isn’t Enough’, first campaign by Serviceplan ME for DCT Abu Dhabi positions the emirate as a summer destination
Posted on 2023 May,23  | By ArabAd's staff

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Serviceplan Middle East has partnered with the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and production company Dejavu to create ‘One Summer Isn’t Enough’.

The landmark seasonal campaign has launched across 12 markets under the Experience Abu Dhabi destination brand, with a series of vibrant and light-hearted films that showcase Abu Dhabi as the best place to experience summer.

Global travellers are increasingly setting their sights on Abu Dhabi for the summer season. The wide range of indoor attractions, some unmissable events and unbeatable summer offers, are making it a destination worth discovering even during the warmer months. As the new campaign promotes, there is simply so much to do in Abu Dhabi that ‘One Summer Isn’t Enough’.

A roster of exciting films, produced by Dejavu, showcase the vast array of summer activities in Abu Dhabi, with something for everyone. Whoever the visitor, whatever their dream holiday entails, there is always more for them to do in Abu Dhabi. 

The first phase saw the launch of a global campaign as well as films across various international markets, including China, India, Europe, and the GCC.

The second brought in A-list celebrities as destination ambassadors for Abu Dhabi. One film features Bollywood superstar Ranveer Singh and his father on a family trip to explore Abu Dhabi’s attractions, while the next phase shows Egyptian icons Ahmed Helmy and Mona Zaki on an Abu Dhabi summer getaway of their own.

Speaking about the campaign, Nouf Mohamed Al-Boushelaibi, Executive Director of Strategic Marketing & Communications at DCT Abu Dhabi, said: "Summer holidays hold great significance for families. It's a time to travel, unwind, create memories, and strengthen bonds before resuming school and work. Our campaign showcases the wide range of incredible sights, all-ages activities, and memorable experiences that families can enjoy together, at their own pace, establishing Abu Dhabi as the ultimate summer destination. Abu Dhabi's vision as a destination is to enrich people's lives by sharing the great experiences we have to offer, and we aspire to reach every household and encourage visitors to embrace an unparalleled Abu Dhabi summer experience like never before. We appreciate our creative partner, Serviceplan Middle East, for developing a concept and script that embodies this vision, and the exceptional team at Dejavu Productions for executing this content to the highest standards. We hope that it will introduce new audiences to Abu Dhabi’s exceptional summer offering.”

Natalie Shardan, Managing Director of Serviceplan Middle East added: “For this campaign, we wanted to show the world just how much there is to do and explore in an Abu Dhabi summer with all the indoor experiences, theme parks, restaurants, cultural sites and much more. ‘One Summer Isn’t Enough’ is our first global campaign with DCT Abu Dhabi and we’re very happy to see the positive impact it has created so far amongst the residents of Abu Dhabi and the global audience. DCT Abu Dhabi’s partnership with the Bollywood legend Ranveer Singh and Egyptian superstars Ahmed Helmy and Mona Zaki gave the campaign execution a great twist.”

Manasvi Gosalia, Executive Producer at Dejavu, explained: “This campaign breaks the category mold by bringing out the richness of Abu Dhabi through unique executions, tailored to different markets. We’ve collaborated with renowned directors from Finland, Egypt and India to bring out the authenticity of the city via a strong storytelling filming approach. A big thank you to our trusting clients and partners at the Department of Culture and Tourism Abu Dhabi and their creative team at Serviceplan Middle East who enabled our vision to produce a fun exuberant campaign that will appeal to millions of travellers across the globe planning their next summer vacation.”








The Department of Culture and Tourism Abu Dhabi:

H.E. Nouf Mohamed Al-Boushelaibi - Executive Director of Strategic Marketing & Communications at The Department of Culture and Tourism Abu Dhabi

Ghadeer Khub - Creative & Production Department Director at The Department of Culture and Tourism Abu Dhabi

Nada Assaf - Campaigns Section Head at The Department of Culture and Tourism Abu Dhabi

Mira Al – Abdullah - Brand Strategy Unit Head at The Department of Culture and TourismAbu Dhabi


Serviceplan Middle East:

Natalie Shardan – Managing Director

Akhilesh Bagri – Chief Creative Officer

Saed Shaka – Account Manager

Tarek Daher – Account Manager

Frances Bonifacio – Head of Strategy

Karim Mroueh – Digital & Channel Strategist 

Andre Couto – Creative director

Aashna Gopalkrishnan – Sr. Copywriter

Kenneth Barnes – Sr. Art Director

Zein Sadedin – Sr. ENG copywriter

Nehal Salah -Sr. ARB copywriter

Kunal Gawani – Sr. Designer 

Yasir Ali – Sr. Digital Designer 


Deja Vu: 

Ahmad Helmy  X Mona Zaki:

Production House - Dejavu 

Executive Producer - Manasvi Gosalia 

Head of Production - Kavya Iyer 

Director - Omar Hilal

DOP - Tony Miller

Producer: Maarouf Bikdache


Global film:

Production House - Dejavu 

Executive Producer - Manasvi Gosalia 

Head of Production - Kavya Iyer 

Director - Nalle Sjoblad

DOP - Mikael Gustafsson 

Producer: Maarouf Bikdache


Ranveer Singh Film:

Production House - Dejavu 

Executive Producer - Manasvi Gosalia 

Head of Production - Kavya Iyer 

Director – Navzar Eranee

DOP – Shanker Raman

Producer: Sampada Harkara