Creating Sorouh’s ad for the 40th UAE National Day

Abu Dhabi-based Sorouh Real Estate PJSC is one of the UAE’s leading property companies. To commemorate the 40th National Day celebrations in the UAE last year, Sorouh wanted to carry out an ad campaign across both print & online, congratulating all residents of the UAE on this milestone.

As Zaman has been working with Sorouh as branding partner over the last couple of months the client was very clear about making sure that the ads were in keeping with the brand’s tone of voice and also principles of Sorouh “What matters to you” while also incorporating the official theme for the 40th anniversary of the UAE “Spirit of the Union” as decreed by the government.

We liked the idea of a simple clean ad that focuses on a picture frame sitting on a work desk – like how one would keep an image of something/someone dear to them within close view on their desk.

We explored a few options for the picture to go in the frame. One was a photo of the late Sheikh Zayed bin Sultan Al Nahyan, the principal driving force behind the formation of the UAE and first president of the UAE. We also considered the current ruling UAE president Sheikh Khalifa bin Zayed Al Nahyan.

Through consultation with the client we settled on what you see in the final ad below – a clean image of a frame with the iconic photograph of the rulers of the 7 emirates at the signing of the UAE constitution which is a powerful & recognizable symbol of the formation of the federation in 1971.