du rolls out major brand advertising campaign

UAE telco du is rolling out its first major brand advertising campaign since the release of its launch campaign in 2006.
Designed to get closer to consumers and banish any negative perceptions about the brand, the campaign will run across television, print, digital and outdoor and carries the theme ‘open your heart’.
Shot in the UAE, the work includes two 50-second TVCs called ‘Beat’ and ‘Pulse’ (both in Arabic and English) and seven print executions.
Created by Leo Burnett Dubai, the TVCs were shot by director Matthias Zentner and production company Joy Films. The campaign’s digital effects are the work of Velvet in Munich, while OMD Dubai is handling media. Zentner is also responsible for the photography in the print executions.
Ashish Banerjee, vice-president of brand and communications at du, said Leo Burnett had responded “magnificently” to the brief. “The purpose of this campaign is to get people to see us afresh,” said Banerjee. “We want even more people to feel closer to us and adopt us. It’s no secret that if you like a brand, you’re more likely to give it business, and be the brand’s advocate in public. With this campaign, we hope people will see us for the innovative, inclusive, human brand that we are.”