Abu Dhabi Calendar Campaign Says ‘Passion is the Occasion’ with New Digital Platform & Celebrity Films
Launched by NBA legend Shaq, the campaign films feature Steve Harvey and Ahmed Al Jasmi
New Abu Dhabi Calendar season revealed alongside a downloadable ‘Passion Calendar’ for every device
Abu Dhabi, UAE –– 22 October 2024: Experience Abu Dhabi has launched the 2024-2025 Abu Dhabi Calendar with a celebrity-backed campaign, showcasing a lineup of events under the theme ‘Passion is the Occasion’. Two engaging brand films feature entertainers Steve Harvey and Ahmed Al Jasmi, introducing a new season of events that cater to every passion, across sports, culture, live music and performances.
Inspired by how our passions shape our lives and help create lasting memories with friends and loved ones, Abu Dhabi Calendar’s ‘Passion is the Occasion’ campaign brings its roster of diverse programming to life for global audiences. The campaign has gone live across earned, paid, and Experience Abu Dhabi’s owned channels, reaching over 25 regional and international markets.
H.E. Nouf Mohamed Al-Boushelaibi, Executive Director of Strategic Marketing & Communications at DCT Abu Dhabi said: “With this Abu Dhabi Calendar campaign, we are welcoming every visitor, with every type of passion, to explore and connect with what truly inspires them. Passion drives us, moves us and fuels the fire inside of us—from the events we attend to the experiences we dream about. Both Steve Harvey and Ahmed Al Jasmi are incredible entertainers and reflect the variety of our audiences while embodying that spirit of passion. Through our ‘Passion is the Occasion’ campaign we are enabling people to create meaningful, unforgettable moments here in Abu Dhabi—backed by a digital platform that brings us closer to the experiences we dream about.”
The Passion Calendar: Your Event Guide
Promising unforgettable experiences specially designed for every passion, the 2024-2025 Abu Dhabi Calendar is powered by an innovative digital platform, the Passion Calendar. Never offered before by a destination events calendar, the tool allows users to integrate the existing lineup of events with their personal calendars, providing easy access and immersion.
To participate, users are requested to input their details via a link, which then syncs all events from the 2024-2025 Abu Dhabi Calendar into their personal calendars, enabling users to receive exclusive teasers, unique content, and key event updates for the entire year. This turns a simple calendar check into a smooth journey, seamlessly integrating Abu Dhabi’s events season into your daily life.
As meetings and appointments start to fill up your daily life, passion-fuelled activities can be pushed to one side. With the introduction of the downloadable Passion Calendar, your schedule will be transformed, with every event and occasion presented at a glance, offering plenty to be passionate about.
Shaq’s Accidental Leak
The official launch of the calendar arrived in unconventional style, with NBA legend and friend of
Abu Dhabi Shaquille “Shaq” O’Neal leaking the entire programme on X. The LA Lakers legend and TV pundit shared a link to the calendar with his 15.7 million followers, sparking anticipation across social media globally, ahead of the full reveal of the events line-up.
Never one to back down from a joke, entertainment entrepreneur and TV icon Steve Harvey didn’t miss the opportunity to respond, poking fun at the accidental leak, stating that Shaq seems to have missed the launch date—just like he did with his free throws.
Indian cinema superstar, Ranveer Singh, was also keen to get in on the excitement, sharing with his X following that he too received the inside scoop on the incredible events line-up. Ranveer underscored his love for the city, stating there is “no place like Abu Dhabi!”
Two ‘Passion is the Occasion’ Brand Films
The 2024-2025 Abu Dhabi Calendar brand films debuted on YouTube, with Steve Harvey fronting the global film and Emirati actor Ahmed Al Jasmi presenting the regional film for Arabic-speaking audiences. The two personalities showcased the depth and variety of the stellar events offered across the season. From sports to music and beyond, the brand films touch on different passion points across the calendar, highlighting how there truly is something for everyone to enjoy in Abu Dhabi.
Abu Dhabi’s latest events season spans incredible landmark moments across live music and entertainment, cultural festivals and performances, championship sports, the arts, foodie experiences, and family fun. Highlights include the internet-breaking return of Coldplay, an NBA double-header, UFC 308: Topuria vs. Holloway, and the annual high-octane celebrations at Liwa International Festival and the Formula 1® Etihad Airways Abu Dhabi Grand Prix 2024.
The Passion is the Occasion campaign was brought to life with the support of partners, including Ogilvy, which spearheaded tech development of the calendar as well as PR and communications efforts; Serviceplan Group Middle East, which led the creative; Dejavu, which handled campaign production; and Spark Foundry, which planned media distribution.
Nishant Shah, Executive Creative Director, Serviceplan Group Middle East, said “Events have always been about celebrating (and often even glorifying) the athletes, artists, performers and entertainers. But Abu Dhabi is a city of passionate people from all around the world. A place where stardom shares the stage with fandom. This campaign casts the spotlight on both the champions, and the cheerleaders who make them. Because Abu Dhabi is where your passion is the main event.”
Manasvi Gosalia, Executive Producer, Dejavu, said, “This film marks the first brand narrative for Abu Dhabi Calendar. It’s particularly special because we were able to make something human and authentic, away from the fad of overly stylised event promos. From the edit to the camera work, every
aspect of this film was crafted with a personable gaze to create a sense of fond familiarity and the feeling of ovation.”
Yasser Hamdy, Business Director, Ogilvy, said: “The Passion Calendar has transformed how we connect with fans and audiences. It gives them a personalised way to discover the wealth of events in Abu Dhabi through a diverse calendar meticulously curated to cater to every interest. Passion is
Abu Dhabi Calendar’s North Star, and this initiative is infusing that spirit into the lives and calendars of fans worldwide, turning a simple calendar entry into an engaging experience.”
Prepare to explore your passions or uncover new ones this season. Discover more on Abu Dhabi Calendar today.
Stay ahead of the crowds with the all the lowdown and complete listings for events season with the Passion Calendar.
