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Special Project

Special Project
From the 12th Annual Shorty Awards

du - People of the UAE

Entered in Storytelling


Strategy and Execution

In line with du’s main 2019 strategy to activate “authentic storytelling”, we decided to focus on the real people behind the everyday creativity that we see in the UAE. We want people to see du as more than a brand, one that can relate to everyday people. 


The main idea

This focus on human storytelling inspired the ‘People of the UAE’ campaign. There is a lot of focus today on global celebrities, but how many people truly know about talented artists and individuals on a local level? We decided to give these inspiring people a platform to share their stories and their journey towards success. 26 videos in total - highlighting diverse local artists and other talented individuals who have made their mark in the UAE. 


“You are human first before you become an artist.”

One of the 26 inspiring people is Hassan Ahmed - a radio host and blogger. We believe that Hassan Ahmed aka. Big Hass, is a great example of someone who is trying to make a difference on a local level, promoting non-mainstream music through his blog. He believes in giving local artists a chance to showcase their music and talent, and is especially passionate about hip-hop. This is his story -

Other videos in the series so far:

Omar Al Busaidy, Author -

Shaima Ahli, Pottery artist -

Ali Mrad, Interior designer -

Leila Al Maeena, Leadership coach -

Maya Hojaij, news presenter and chief editor -

Ahmed Tarek, Fitness Entrepreneur -

Fadia Al Tawil, Social Activist and Media Entreprenuer -


The Big Hass video was played in all VOX cinema locations across Dubai. Overall results of the whole campaign on social media so far are as below,


Overall results:


Entrant Company / Organization Name

SOCIALEYEZ, du Telecom

Entry Credits