Horizon FCB gamifies the city ahead of Dubai Esports and Games Festival

Hosted in the vibrant city of Dubai, The Dubai Esports and Games Festival (a part of Dubai Economy and Tourism) is an annual celebration of gaming culture, innovation, and community, showcasing the latest trends in esports, gaming technology, and interactive entertainment.

The campaign, consisting of a hero film, OOH and digital assets has been released in the lead up to the festival to generate awareness and encourage people to get tickets for the many events within it. 

The hero film shows four young people in a Dubai gaming café being transported into a gamified Dubai where they get to play as characters, exploring the city in their own way, using their individual gaming powers.

The aim of the hero film is to generate excitement in the build- up to the festival, which bring together the gaming community, industry professionals, and enthusiasts from around the world for a week-long extravaganza of competitions, exhibitions, and live events.

Managing Director Reham Mufleh said “DEF is a relatively new gaming festival in the region, with 2024 being just the 3^rd year.  As a new partner for Horizon FCB, we were thrilled to start our relationship with this brave campaign and look forward to growing the Dubai Esports and Gaming Festival year on year, not only in the UAE but also in the region with our Never finished approach to work."

The campaign’s call to arms ‘Let’s Play’ is designed to not only encapsulates the spirit of the ever-growing gaming community but also to reflect the spirit of Dubai as a city.

Credits :

Agency : Horizon FCB Dubai

CEO : Mazen Jawad

Managing Director : Reham Mufleh

Executive Creative Director : Mohamed Bareche

Head of planning : Munther Al Sheyyab

Account Director : Farouk Haber

Account Executive: Yara Kobeissi

Creative Director : Colin Smith

Associate Creative Director : Marcos Becker

Associate Creative Director : Thomas Nicolae

Associate Creative Director : Bassam Doss

Graphic Designer: Muhammad Nouman

Motion Designer: Muhammad Ibrahim

Head of Production: Mariam Adel 

Agency Producer: Antoine Nassif

Production/Animation: F*GREAT Studio

Director: Conrado Galves & Nick Cornwall

Client : Dubai Esports and Games Festival