Running: du Fitness
du
TBWA\RAAD Dubai
Overview
The Dubai Fitness Challenge 30×30 is an annual drive to combat UAE’s growing obesity and diabetes health issues. It aims to inspire companies and their employees to engage in better fitness regiments – throughout the day.
du – the country’s second largest telecom provider – wanted to go beyond the bland corporate marketing tactics and collaborated with one of the region’s most sought-after rappers to compose an original track with a specific rhythm to raise your heartbeat and get you moving, all while dissing all the excuses of why not to exercise.
