Overview
To attract investment in the UAE, we created ‘Bring Your Impossible’, a campaign that reminds the world that the UAE is a place where the boldest dreams and ambitions find support to thrive. We roped in Idriss Elba and then started a conversation with the world, speaking directly to people in cities like London, Geneva, NYC, Zurich, Munich, and at the Paris Olympics with highly visible targeted ads. Shortly after, I packed up my bags and moved to Europe - where experiencing income tax for the first time, the "Here, even the taxman doesn't pick your pocket" headline really hit home.
