Making a wish with Al Futtaim

The Brief

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 Solution

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.

The Results

People engaged
Unique wishes made
Highest single day
Views of the Facebook video
Positive social sentiment (%)

In addition, the activation won Silver in ICSC, the global retail real estate industry awards for marketing initiatives.

All Work