GOVERNMENT OF DUBAI
LAUNCH AND SOCIAL MEDIA CAMPAIGN #MYPLAN2021
38 X 8 METRES 3D SCREEN
1,500 ON-SITE AUDIENCE
300,000 VISITORS OVER TWO DAYS
Filmmaster MEA took on a highly supportive role for the Executive Council of Dubai’s launch campaign and event for the visionary Dubai Plan 2021 project, the brainchild of the Crown Prince of Dubai HH Sheikh Hamdan bin Rashid Al Maktoum. The launch cam- paign included extensive social media interactions before and after the event, such as ‘#myplan2021’ which invited the general public to share their own visions of the city’s future on the UAE’s of cial Twitter, Instagram and Facebook pages. Accompanying actions such as the Future Bus inspired Dubai’s young generation to also participate their views on the matter as well as a series of Creative Labs which engaged national and international experts to hash out the details of the Dubai Plan 2021. The kick-off event, which was held at JBR’s The Beach for 1,500 specially invited guests was in itself an incredible experience featuring a unique 3-dimensional 60-metre-long screen. This, in unison with the unique location as well as a 360-degree entrance arena, not only managed to attract over 300,000 visitors in the rst few days but also generated an immense buzz on social media platforms, successfully proliferating the key messages of the newly revealed Dubai Plan 2021.