Investment Corporation of Dubai the principal investment arm of the Dubai government.
Owing to its status, the sovereign wealth does not advertise and rarely communicates its position but rather leaves the exposure to its high profile subsidiaries.
Nevertheless, the corporation is shifting gears both at home and globally, adding investments to its rich portfolio and would like to be viewed for its weight, authority and strength, not marketing a product nor a service.
We teamed with CNN to create beautiful poetic stories that highlighted Dubai’s cultural and history that are at the core of ICD’s raison d’etre, and projected into the future.
The content told the story of how ICD is a catalyst of growth and change while maintaining legacy history.
Choosing CNN as the platform to play this story raised the exposure and carried ICD across the globe from Dubai to Bosnia to Japan and beyond.