Solution

Dubai is the dream of many, especially fans of expensive cars and the game GTA: Vice City. The Dubai Marina district is the first location for living, where Russian-speaking relocators usually settle, only then discovering other districts and locations in Dubai. In this regard, we compared Dubai Marina with the «first island» from GTA: Vice City.

VASILCHUKI CHAIHONA №1 is located in the tourist center, so images from the game will be read by the audience not only from Russia but also from different countries.

To connect the digital world and reality, we shot a number of viral video invitations with references to specific places and cars in this area. The culmination was a party with a merch presentation.

The event was partnered with DEIZ car rental agency, with whom we conducted a cool shooting and held a day on a retro Chevrolet Camaro SS car, as well as the «Kurazh-Voyage» yacht rental agency.

One of the symbols of merch became the cult word «Habibi» (beloved). This attitude is applicable both to restaurant guests and to those who will buy this merch. In general, it's a great solution for yourself. And also for a loved one, since there are paired T-shirts (for him and for her) with oriental references. Stylish cut, color and texture of T-shirts correspond to all current trends.

«Habibi, come to Dubai».