PROBLEM

Every long-haul Etihad flight stops over at Abu Dhabi. Which is fine - except everyone hates stopovers.

So how do you convince people to fly with a premium airline that offers the chance to spend a pre-holiday holiday in the Emirates, when all they can think of is that long, dark night of the soul outside a shuttered Duty Free?

SOLUTION

In this integrated campaign, we challenge people to see the stopover as a game. Which is just as well, as there's plenty to do in Abu Dhabi in 48 hours - just ask our guinea pig, Ricky Wilson.

One supercut film covered all 48 hours, before different activities were then made into cut downs targeted at different demographics. 

An hour-by-hour DOOH campaign ran alongside.

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