ANTONY
SHEPHERD
The Challenge
Dubizzle had already won on utility. Homes, cars, phones, even pets, if you needed it, the platform had it. But useful is invisible. A youthful, social-first audience doesn't share a marketplace because it works, they share it because it's part of how they talk. The challenge wasn't awareness. It was making dubizzle something people used out loud, not just quietly relied on.
The Plan
Working within the creative team, I helped shape the core idea and its rollout, one promise turned into a reflex: whatever you need, you can just #dubizzleit. Not a tagline. A verb. The plan built everything around making that verb spread:
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Storytelling, music, and motion to show the platform's range without listing it
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A social-first mechanic engineered to be copied, not just watched
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CSR woven in, not bolted on, "Adopt Don't Shop" giving the fun a conscience
The Execution
The idea became a 60-second film built to be relived, not just seen. Flo Akinbiyi soars over the UAE and skydives into Dubai, landing in a dance-fuelled sequence that carries you through the platform, new car hub to pet adoption, without a single feature callout. Palm Jumeirah, a catchy rap, a move you could copy: every element engineered so the audience could re-perform the brand, not just remember it.
Rolled out across TV, petrol-station billboards, and social, the dance did what a marketplace ad rarely does, it became a format. Audiences made their own #dubizzleit videos, and the campaign stopped being something dubizzle said and became something people did.
Case Studies
Brand, campaign, and experiential work for some of the region's most demanding names.
DUBIZZLE IT
The Success
57m
Impressions
The campaign generated over 57 million impressions across TV, OOH, and digital, proving its ability to cut through a crowded market and connect with audiences at scale. This reach not only boosted awareness but also positioned Dubizzle as a cultural touchpoint across the UAE.
+1m Views
Organic views
The #dubizzleit campaign video gained over a million views online, turning the jingle into a cultural trend.
CSR
Adopt Don't Shop
The campaign turned reach into responsibility, using dubizzle's biggest cultural moment to push adoption over sales, proof a marketplace can have a conscience without losing its edge.
Social Trend
Trending on Social Media
The dance sequence inspired thousands of user-generated videos, creating viral engagement across platforms.
Brand, campaign, and experiential work for some of the region's most demanding names.
Case Studies