The newspaper that becomes a tree.
The region’s leading English news publication “The National” wanted to celebrate the UAE’s 50th Jubilee with an idea that would create social media buzz and drive earned media - the main creative challenge was, at the same time, to celebrate the country's history and to invite all our readers to take a pledge for the future.
The Ghaf Tree is the UAE’s national - it thrives in harsh desert climates for up to 50 years, a growth pattern that is similar to the UAE. It was under these trees that the vision of UAE sprung out of the desert, 50 years ago.
To celebrate the vision of the country founders and, at the same time, to inspire the future of the nation we created a special edition of 'The National' that could be planted to grow into a Ghaf tree.
More than 1.3 Million views (social content) within 24 Hrs
Increase of 170% Brand Mentions
Increase of 127% Positive Sentiment
Increase of 40% Engagement on Instagram
Coverage in 16 countries across 4 continents
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