We were challenged by Emarat to underscore 50 years in the UAE with a brand campaign that would put it firmly back in the hearts and minds of customers.​


It was always more than a petrol station. We fuelled nostalgia across the UAE with a brand TVC shots by respected filmmaker Ali Mostafa reminding people that Emarat has always been here for them through every life milestone.​

We shot an emotive piece of film showcasing the journey of a local Emirati boy as he grew from excitable child to responsible adult, tackling studies, marriage and parenthood, all through the lens of a car window docked at a petrol forecourt.​


The official launch saw radio adverts, TV spots, organic and paid social media and a full PR plan go live, followed by OOH activations across the city, including the biggest billboard we could get our hands on on SZR. Brand love for Emarat increased and a petrol station became more than just a petrol station.​