Etihad Airways Film, Digital 48 Activities in 24 Hours by Cheil London

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48 Activities in 24 Hours

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Industry Airlines
Media Film, Digital, Interactive & Mobile
Market United Kingdom, India, Australia
Agency Cheil London
Creative Director Russell Schaller
Creative Tom Dunn, Kevin Morosky, Hannah Lux Davis, Elliot Riordan
Production Firecracker Films
Director Sam Wrench
Released April 2017

Credits & Description

Client: Etihad Airways
Agency: Cheil London
Head of Production: Robert Morgan
Producers: Pranav Arya, Huw Allen
Creative Director: Russell Schaller
Creatives: Elliot Riordan, Hannah Davis, Tom Dunn, Kevin Morosky
Account Director: Owen Knight
Production company: Firecracker
Producer: Adam Lyne
Executive Producer: Claire Finn
DOP: Benedict Spence
Director: Sam Wrench
Cheil London has teamed up with Ricky Wilson to help put Abu Dhabi on the map in a new £1m Etihad Airways brand campaign. 
'The Abu Dhabi Stopover Challenge' campaign sees the Kaiser Chiefs front man showing everything the city has to offer as he races to complete 24 activities in 48 hours. 
The film, which was shot in 48 hours, shows the myriad activities consumer can do while in the city as part of Etihad's aim to elevate Abu Dhabi as a prime stop over location.
Ricky is seen cramming as much into his stop over as possible, from taking a ride on the fastest roller coaster in the world to taking a camel ride in the desert, racing a super car, sandboarding down the dunes, learning to belly dance, and canoeing down the river among a host of others, aided by Etihad staff all along the way. He is then seen being rewarded for completing the challenge with a stay in a luxury hotel for the night.
Consumers will be targeted through Instagram, Facebook and Twitter and directed to a dedicated site for the campaign. Consumers can then sign up for their own Abu Dhabi Stopover Challenge with the caveat that if they don't complete all the activities within the 48 hour period, they will have to sleep wherever they are when the clock stops. 
Launching in the UK, India and Australia, the campaign runs across digital and social platforms, supported by out of home and direct channels.