The United Arab Emirates (UAE) and the U.S. were partnering to do great things together. They had been for decades. It was time for this partnership to be recognized on a broader scale.

 

We developed a campaign to explain the benefits of the UAE and U.S. relationship through areas of collaboration: Culture, Economics, Education, Healthcare, Security and Sportsmanship. Our goal was to educate the skeptical public about the very real benefits of two very different countries working together.

 

The campaign was launched with great successs at the embassy of the United Arab Emirates in front of 475 guests of Ambassador Yousef Al Otaiba. The message of collaboration, told through a brand film and posters, was reinforced through expandable digital units that ran online at POLITICO, Foreign Policy, The New York Times and The Washington Post.