Dubai Airports are seeking ambitious and dynamic Emiratis to join its prestigious fire services training programme. Raising the profile of a career in firefighting, within the Emirati culture was our mission.
Our creative challenged embodied this by telling the story of a young Emirati man on his journey of self-discovery. As he progressed through the professional ranks, he also earned the respect of his family and friends. Alongside his ambitions to succeed, he gained wisdom and maturity while recognizing what was truly important: a strong sense of community, self-worth and meaningful relationships. He founds joy in not only experiencing his own personal growth, but taking pride in how it reflects in those around him.
It is a heartwarming tale that shows the potential of young men joining the Dubai Airport Fire service programme.
We reconstructed our hero’s work-life, to challenge these negative perceptions – Laying bare, the physical and emotional attributes.
The emotional trigger: ’Somewhere I can see myself grow’
The art direct captured the typical lifestyle of a young Emirati male juxtaposed with real camaraderie, heroism, bravery, even patriotism – this synchronisation of our hero’s Work / Life reaffirmed to the viewer a strong sense of admiration, growth and respect.
Storyboards
We created a four part sequence of 30”sec durations.
This would not only help chapter our hero’s career journey and progression as a man of honour, but maximises the ROI, creating significant social media longevity as episodes are released periodically to maximise the impact and reach.
Film 1
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THEME: Work hard play hard
A fun loving / Naivety / Ambition / Apprentice / Camaraderie / Learning the ropes / Cuts and bruises.
Film 2
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THEME: A better you
Determination / A family man / Courage / Physical prowess / Leadership / Personal growth.
Film 3
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THEME: My duty is my honour
A courageous man / Focus and determination / Surrounded by loved ones / Risk and reward / Work life balance / Safety in numbers / Humble / Child’s play.
Film 4
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THEME: Pride in place
Dignified / Humble / Adored / Respected / Accomplishment
Duration for each film was restricted to 30”sec each or social optimisation and shot (in-camera) to work across all three social media size ratios (9:16 / 4:5 / 1:1 ) + 16:9
View all 4x films combined into one 16:9 edit below
The campaign launched on the 1st of February 2023 and has recorded an unprecedented spike in career applications. We’re eagerly anticipating the data to follow.
Creative Director: David Kirkland
Director of Photography: Lewis Deaves (Resonate Media House)
Lighting & Grip: Jan Pavlovcik
Photography: Anya Hayat & Mohamed Fathy
Producer: Kaya Smythe
Production assistant: Brendan Thomas