Briefly speaking: UAE National Day & Etisalat

You're in a country where 75% of the people are expatriates. Expatriates don't care about National Day. What's more, it's not even a holiday. Doing a campaign for National Day in a market such as this one is a difficult exercise. No, doing a campaign is not a difficult exercise, but doing a good campaign certainly is. You can't upset anyone and you've gotta be interesting. Well, you don't have to be interesting but it helps. After all, what's the point in doing an ad if it's not going to be interesting? For billings. Now, now, that's precisely the kind of unthinking we Planners are trying to get away from. And on that challenging note, here's my one line brief for Etisalat's initiative on UAE's National Day: Hello UAE.