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Creating an international campaign for Green Sustainable Dubai 


The award-winning campaign created for DTCM's Green Awards focuses on promoting environmentally friendly practices among hotels and tourist bodies in Dubai. The campaign uses a brand character of being organic and green to convey the message of reducing, reusing, and recycling. The campaign won the Glass: The Award for Change from Dubai Lynx, recognising its impact in promoting sustainable tourism practices.




United Arab Emirates

Project Scope

Advertising Campaigns, Product Design, Marketing Strategy

Client Brief

Vision of Green Dubai

The campaign's goal is to encourage hotels and tourist bodies to adopt eco-friendly practices, such as reducing waste, reusing resources and recycling materials. The campaign message is simple, yet powerful, "Building a greener tomorrow."


Synthesis of the brand essence into all parts of the Brand Experience

The campaign for DTCM's Green Awards is designed to raise awareness about the importance of sustainability in the hotel and tourism industry. The brand character of being organic and green is used to communicate the message that hotels and tourist bodies in Dubai can play a vital role in protecting the environment.
The campaign idea is to use eco-friendly materials, water, and light to illustrate iconic landmarks in Dubai, such as Burj Khalifa, Burj Al Arab, or Dubai Mall. This is intended to show that even the most iconic and recognizable places in Dubai can also be part of a greener future. By using these materials, the campaign makes a powerful statement about the potential for sustainable tourism in the city.

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