Description
du has launched "Bridging the Spaces Between Us", a new brand campaign that places human connection at the center of its story. Instead of relying on the usual metrics and hardware cues, the campaign celebrates the emotional and cultural spaces that shape life in the UAE. These are the spaces between people, communities, businesses and the nation we are all building together.
With this campaign, du is renewing its commitment to add life to life, reflecting on the spaces their services, solutions and technologies help bridge. Whether it is bridging the space between families and the moments they share, businesses and their goals, finances and aspirations, or technology and the UAE’s vision, their mission is to make things easier, faster and more accessible for everyone.
Created with TBWA\RAAD, the campaign premiered on the Burj Khalifa and marks a standout moment in the region. It highlights moments where du’s presence is strengthening family bonds, fueling innovation and supporting creativity, without once mentioning bandwidth or coverage maps.
The campaign was developed in collaboration with Mindshare, GOAT, Social Eyez and The Hanging House.
Why is it interesting:
This platform reframes technology as an enabling force. It speaks to the idea that the most meaningful spaces are not physical. They are emotional, social and aspirational, and du’s role is to help bridge them.
The work goes live nationwide across OOH, digital, social and film this week.
This professional campaign titled 'Bridging the Spaces Between Us' was published on January 06, 2026. It was created for the brand: du, by ad agency: TBWA\RAAD. This Film medium campaign is related to the Electronic Devices industry and contains 3 media assets. It was submitted about 9 hours ago.
Credits
TBWA\RAAD
Account Director: Carl Ghosn
Senior Account Manager: Layla Gaussin
Account Manager: Ghida Makati
Account Executive: Mohammed Aayaz
Project Manager: Lauren Adamson
Chief Strategy Officer: Catherine Bannister
Chief Creative Officer: Derek Green
Group Creative Creator: Noor Akar
Senior Art Director: Jericho Dizon
Junior Designer: Denise Gregory
Senior English Copywriter: Siboniso Mncube
Senior English Copywriter: Daniela Aguirre
Arabic Copywriter: Abdollah Zeynabi
Motion Designer: Geron Sorsogon
Senior Finalizer / Motion Designer: Salim Alizmarly
Senior Finalizer: Marie Aad
Motion Designer: Roshan Jameer
Motion Designer: Tejas Kulkarni
du
Vice President of Brand & Marketing Communications: Ibrahim Almayahi
Director, Brand Development & Corporate Identity: Simon Ornelis
Manager, Brand Development & Corporate Identity: Hawra Abdulla
Media Planning and Buying Lead: Layal Hassi
Director of Events, Sponsorships & Social Media: Faisal Tawakul
Event Manager: Yousef Almuhalwi
Manager, Social Media: Hanin Abu Shamat
Manager, Marketing Communications – Customer & Channels: Nazek AlBukhari
Specialist, Marketing Communications – Customer & Channels: Salah Almasri
Manager, Marketing Communications – Customer & Channels: Priyan De Silva
Mindshare
Media Planner: Naya Ghorayeb
Senior Media Planner: Reine Slim
Client Leadership Director: Joseph El Bcherrawy
Senior Performance Executive: Zouher Tawil
Senior Performance Executive: Ali Tourba
Senior Performance Manager: Samar Al Ghazal
Trading Manager: Linford Quadros
Associate Trading Director: Tony Abi Assaf
Senior Content Manager: Ghada Barake
Social Eyez
Client Servicing / Account Manager: Habib Yahya
Client Servicing / Account Manager: Yasmeen Al Monayyar
Client Servicing / Account Manager: Rana Hassan
Client Servicing / Account Director: Ahmad Hanieh
Video Director: Abu Bakar Saddique
Copywriter: Elie Kolijian
Copywriter: Rami Treikie
Designer: Samar Hamed
Animator: Abdullah El Sayed
Hanging House
Senior Account Manager: Azalea Watfa
Project Manager: Narimane Hassan Hussien Mohyeldine
Project Manager: Leila Harati
Senior Project Manager: Moamen Gamal Metwaly Hanafy
Project Coordinator: Riya Chavan
