du Fitness Challenge: No distractions. No excuses!


Media Type:

Online Online




To spread awareness on the Dubai Fitness Challenge 2018 (DFC) and encourage health and well-being across the Emirate, du created a motto: #WalkTheTalk, motivating its employees and inspiring the wider community to commit to the challenge and lead more active and healthy lives. To bring the idea to life, the brand released an online video, portraying a rapper who never quits running to the beats and rhythm of his song, against all odds, overcoming all sorts of distractions that try to get in his way. du is a strategic sponsor of the Dubai Fitness Challenge initiative launched by HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of Dubai Executive Council in 2017. DFC aims to make Dubai the most active city in the world and to inspire its citizens and visitors to participate in 30 days of fitness activities.


Advertising Agency:


Chief Creative Officer:

Walid Kanaan

General Manager:

Joe Lahham

Executive Creative Directors:

Fouad Abdel Malak, Manuel Bordé

Associate Creative Directors:

Oswaldo Sa, Alex Pineda, Gonzalo Palavecino

Agency Producers:

Rouba Asmar, Gloria Abu Diwan

Senior Account Director:

MarcAnthony Haddad

Production House:

Good People


Samir Syriani


Yves Sehnaoui

Executive Producer:

Sabine Farah


Chantal El Haber

Post Producer:

Maria Succar

Post Production:



Cherine Debs


Belal Hibri

Music & Sound Design:

Anthony Sahyoun


October, 2018

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