American University in Dubai

Extra mile for a smile

Agency: Thecreative9


In a time where young generations seem to believe that hate spreads faster than love
The creative 9 agency decided to prove them otherwise by collaborating with their client, The American University in Dubai (AUD) and create the “Extra Mile for a Smile” campaign.

An initiative that promotes kindness and positivity on campus and aims to inspire students to spread joy and happiness through small acts of kindness during the month of Ramadan through their favorite app, Tiktok.

Through a series of short, genuine and fun videos showcasing students at AUD
performing random acts of kindness, such as feeding stray cats, sending out sweet
messages randomly or calling a friend to show appreciation this initiative proved to all of us that by taking a few small actions each day, we can all make a difference in the lives of those around us and spread joy wherever we go.

The campaign quickly became a hit on social media, while many students started sharing their own acts of kindness which resulted in a 4K followers increase, and the videos have garnered 1.1M impressions, 389K reach and more than 300K video views that boosted the page’s engagement rates.

Even though the Ramadan period was a great starting point for our “Extra mile for a smile” campaign creating a kinder community should not be reserved for a certain month or holiday, because through small acts of kindness we can make the biggest impact.

This professional campaign titled 'Extra mile for a smile' was published in United Arab Emirates in March, 2023. It was created for the brand: American University in Dubai, by ad agency: Thecreative9. This Content and Digital media campaign is related to the Education industry and contains 7 media assets. It was submitted 11 months ago by CEO- Creative Director: Rola Ghotmeh of The Creative 9.


Advertising Agency: The Creative 9
Production Company: The Creative 9
Creative Director: Rola Ghotmeh
Social Media Executive: Braishna Khan
Communication manager: Yasmina Rajab
Photographer: Braishna Khan



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