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.
To watch the official brand film featuring Steve Harvey and see how ‘Passion is the Occasion’ comes to life, click here.
Department of Culture and Tourism – Abu Dhabi
H.E. Nouf Mohamed Al-Bushlaibi: Strategic Marketing & Communication Sector Executive Director Emma Campbell: Sector Marketing Department Director
George Kalliamvakos: Planning, Strategy & Operations Department Director Ghadeer Khub: Creative & Production Department Director
Imane Zebrini: Special Projects Lead
Kenneth Monis: Acting Domestic Destination Marketing Unit Head
Nishita Virkar: Public Relations & External Affairs Section Head
Jonathan Muller: Creative Content Section Head
Nada Assaf: Campaign Section Head
Mohamed ElShorafa: Campaign Management Unit Head
Ahmed Ragaie: Digital Design Unit Head
Christopher Ian Santos: Sr. Graphic Designer Ismail Ben Jelloun Touimi: Digital Marketing Lead Yazan Al Kayyali: Social Media Manager
Ibrahim Hesham Elabd: Account Executive
Soraya Jomaa: Domestic Destination Marketing Specialist
Leah Williams: Marketing Specialist
Fatma Mohsen Elhoseni: Events Specialist
Grainne Murphy: Celebrities & VIPs Management Unit Head
Jubin John: Influencer Specialist
Ady Badawi: Senior Media Planner
Steven Bond: Editorial Unit Head
Serviceplan Middle East
Natalie Shardan: Managing Partner
Akhilesh Bagri: Chief Creative Officer
Nishant Shah: Executive Creative Director
Luliia Borisova: Account Director
Mohamad Saboury: Account Manager
Sajju Ambat: Director of Creative Strategy
Karim Mroueh: Head of Tech and Innovation
Geetika Sood: Sr. Producer
Saquib Wakankar: Jr. Producer
Andre Couto: Creative director
Daniel Zacatenco: Associate Creative Director
Zein Sadedin: Sr. ENG copywriter
Nehal Salah: Sr. ARB copywriter
Kunal Gagwani: Sr. Art Director
Yasir Ali: Sr. Digital Designer
DejaVu
Manasvi Gosalia: Executive Producer
Kavya Iyer: Head of Production
Maarouf Bikdache: Producer
Mohamed Taha: Producer (AR)
Jason Bock: Director
Neelay Shah: Director (AR)
David Foulkes: DOP
Ed Yazbeck: DOP (AR)
Haider Saaby: Production Manager
Anora Tukhsanova: Production Manager
Danielle Barakat: Production Manager
Azima Moon: Production Coordinator
Elly Karamoh: Wardrobe Stylist
Clara Strambio: Wardrobe Stylist (AR)
George Cassab: 1st Assistant Director
Remy Haddad: 1st Assistant Director (AR)
Sharief Mohamad: Gaffer
Haratj Hakoubyan: Key Grip
Boris Olomi: Key Grip (AR)
Merve Cangokce: Make-up artist
Samantha Ayoub: Make-up artist (AR)
Pranali Diwadkar: Art Director
Safi Rai: Art Director (AR)
Rafic Sawaya: Head of Postproduction
Tasmiah Khan: Post Producer
Denis Leborgne: Editor
Oussama Ghannam: Editor
Mango Jam: Music Composer
Spark Foundry
Tarek Barraj: Associate Business Director
Vedrana Strong: Senior Manager
Frankie Warren: Senior Manager
Mayline Eid: Manager
About the Department of Culture and Tourism – Abu Dhabi:
The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) drives the sustainable growth of Abu Dhabi’s culture and tourism sectors and its creative industries, fuelling economic progress and helping to achieve Abu Dhabi’s wider global ambitions.
By working in partnership with the organisations that define the emirate’s position as a leading international destination, DCT Abu Dhabi strives to unite the ecosystem around a shared vision of the emirate’s potential, coordinate effort and investment, deliver innovative solutions, and use the best tools, policies and systems to support the culture and tourism industries.
DCT Abu Dhabi’s vision is defined by the emirate’s people, heritage and landscape. We work to enhance Abu Dhabi’s status as a place of authenticity, innovation, and unparalleled experiences, represented by its living traditions of hospitality, pioneering initiatives and creative thought.
For more information about the Department of Culture and Tourism – Abu Dhabi and the destination, please visit: dct.gov.ae and visitabudhabi.ae.