50 Years campaign 2021
ADM CELEBRATING UAE’S 50TH ANNIVERSARY
To celebrate the UAE's Golden Jubilee, we launched Against the Impossible, a campaign for Abu Dhabi Media that told the story of the nation's first 50 years through the eyes of the broadcaster that had lived them alongside it.
Since 1969, Abu Dhabi Media had been the UAE's companion and confidant; following every step of its journey, documenting its milestones, reporting its achievements, and promoting its culture and values, growing in step with the nation's vision into one of the largest media companies in the Middle East.
We drew the campaign's spirit from the country's own defiance of limits, taking inspiration from the words of His Highness Sheikh Mohammed bin Rashid Al Maktoum "The word impossible does not exist in our dictionary" and used them to frame five decades of achievements the world once called impossible, positioning Abu Dhabi Media not just as a chronicler of the UAE's story, but as a co-author of it.
