Abu Dhabi Marathon
BRAND, CAMPAIGN & ACTIVATION
OVERVIEW
Intergrated campaign & activation to re-launch the iconic Middle East 2026 Marathon
This project focused on launching the 2026 Abu Dhabi Marathon and evolving the event from a single race into a cohesive ecosystem of three marathons. A flexible master brand was created to reflect the unique character of the region, while allowing each race to maintain its own identity within a consistent visual system.
Delivered over six months, the work included the development of a new brand identity and guidelines, followed by a full rollout across social campaigns, video production, performance media, course and race village branding, print, and digital and static out-of-home advertising.
THE DETAIL
Behind the scenes
SUMMARY
Delivering the magic
- Brand Identity
- Conceptualised and designed a new brand system to create a cohesive identity across all three marathons, while retaining subtle distinctions for each individual race.
- Brand Rollout
- Led the full rollout and activation of the brand across digital and social platforms, at-event content, digital and print OOH, event collateral, video, and production design.
- Messaging Hierarchy
- Developed a clear messaging framework and tone of voice tailored to specific audiences for each marathon, balancing local relevance with global appeal.
- Bespoke Production
- Concepted, planned, filmed, and delivered a bespoke series of hero videos to engage fans, including the jersey launch, route reveal, fan village, and marathon day coverage.
- At-Event Content
- Planned, captured, and published live social content across all three races, driving engagement before, during, and after each marathon.