Agency: Momentum (MENA)

The team

Raphael Nassoura, Rana Najjar, Marco Albuquerque, Christopher Booth

Challenge
After the success of Kevin Hart and Jason Momoa as Yas Island’s Chief Island Officers, the challenge was to maintain momentum and further boost the island’s standing as a top entertainment destination. The new CIO needed to bring fresh energy while resonating with audiences and reflecting the island’s adventurous spirit.

Idea
With his wit, charisma, and broad appeal, Ryan Reynolds is the perfect fit. His playful and adventurous vibe aligns with Yas Island, offering a chance to build on the successful foundations laid by Hart and Momoa.

Solution
Appointing Reynolds as the new CIO injects fresh excitement into the campaign. His global appeal and signature humor ensure the campaign remains engaging, continuing Yas Island’s journey as a leading entertainment hub.

Check out the other spots here