Agency: Momentum (MENA)

Team: Raphael Nassoura, Rana Najjar, Marco Albuquerque, Christopher Booth

Challenge:

After two successful campaigns featuring Kevin Hart and Jason Momoa as Yas Island’s Chief Island Officers, the next chapter needed to feel fresh without losing the momentum the platform had built. The challenge was to introduce a new global personality who could carry the idea forward while keeping Yas Island playful, adventurous and culturally relevant.

Idea:

Ryan Reynolds was a natural fit. His humour, self-awareness and broad international appeal mirrored the personality Yas Island had established over previous campaigns. Rather than reinvent the platform, we evolved it by finding a new character who could make the role his own.

Solution:

Ryan Reynolds became Yas Island’s new Chief Island Officer, bringing a fresh voice to an established campaign platform. The work extended the narrative audiences already recognised while introducing new stories, moments and humour that reinforced Yas Island as the Middle East’s leading entertainment destination.

Check out the other spots here