Global brand campaign

GLOBAL BRAND CAMPAIGN

CHALLENGE
Although DP World's brand refresh delivered a modern, cohesive identity, it was still widely perceived as a 'port operator'. This disconnect risked diluting the new identity’s impact and left markets without a clear understanding of DP World’s repositioned purpose and vision. A unifying campaign was required to drive brand recognition and awareness of the organisation’s end‑to‑end supply‑chain capabilities and societal contributions.

STRATEGY
Working with our global brand agency, I led the development of a purpose‑driven creative platform, 'To the World' which articulated what DP World does and why it matters- humanising a business that can otherwise feel cold and technical. The concept was designed for flexibility, enabling localisation of language and storytelling in each market.

A central messaging framework emphasised DP World’s role in connecting communities, facilitating trade and supporting livelihoods, while dynamic creative assets brought those impacts vividly to life. Prior to execution, we conducted impartial focus‑group testing across key stakeholder segments to refine the concept, visuals and messaging.

EXECUTION
I led a full 360° roll‑out across paid, owned and earned channels, including targeted social‑media activations, out‑of‑home billboards, radio spots and TV commercials. We orchestrated immersive employee experiences across regions with site‑wide brand takeovers and gamification, and externally organised high‑profile stakeholder events including a branded activation in Downtown Dubai, projection mapping on the world's tallest building- the Burj Khalifa and a drone show in Senegal.

Head office building wrap, located adjacent to main highway.

Night view of the building wrap.

Teaser brand campaign .mp4

Teaser campaign for brand activation in downtown Dubai, supported by radio advertising.

DP World - Full highlights burj khalifa .mp4

Highlights video of the experiential activiation in downtown Dubai.

Brand Film_EN_HD_N.mp4

Social media video example.

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