The concept developed for the social media campaign held by Emirates on the occasion of Visit Dubai Italian events for the 8th of March aims at the successful repositioning of Dubai within the Italian market under the better understanding of its bountiful culture.
The purpose is to forward the message of Dubai as a place whose core values are freedom, beauty, wonder, culture and innovation, and to forward it especially to women.
Culture and Innovation.That’s Design.
On the basis of these premises, the social media campaign "Dubai. She is the wonder" takes place, where Dubai is seen as a woman and by the eye of a woman. This dual perspective creates a positive emotional tension between the wonder in the eyes of the woman who looks and the wonder of what is being looked at.