We were asked to create an activation for Dubai Festival City Mall to celebrate Eid, including a subtle and non commercial tie-in with The Walt Disney Company.
- Call +44(0)1737 249 479
- Email enquiries@bradleydyer.com
Client:
We were asked to create an activation for Dubai Festival City Mall to celebrate Eid, including a subtle and non commercial tie-in with The Walt Disney Company.
The experience had to incorporate traditional and modern aspects in a seamless experience. Traditionally, Eid is a time of generosity and giving, and this works in conjunction with Disney’s mantra of “Surprise and Delight”.
The activation was made up of a central wishing well, in the iconic Mickey Mouse head shape, with smaller wish pods. A spectacular light display was suspended above it. Visitors could step up to the activation, “Make a Wish” to a loved one and see it appear within the experience.
For further shareability, the participant’s magical moments were captured in a photo and emailed to themselves and their loved one, helping to create surprise, a smile and a moment of togetherness.
In addition, the activation won Silver in ICSC, the global retail real estate industry awards for marketing initiatives.