Project Joy is about more than just entertainment, it’s about enriching lives and building cultural bridges.

Miral is the company behind some of the UAE’s most iconic destinations, like Ferrari World, Yas Waterworld, and Warner Bros. world, but most people don’t realise it.

We set out to change that.

The Challenge

Miral has played a key role in shaping Abu Dhabi into a global tourism destination, creating and managing iconic places like Yas and Saadiyat Islands, home to world-class attractions such as Ferrari World, Warner Bros. World, Yas Waterworld, Yas Marina Circuit and SeaWorld Abu Dhabi.

Millions know the destinations and brands, but few know the name behind them.

The challenge was clear: Make Miral as visible and valued as the unforgettable experiences it creates.

Strategy

In today’s fast-paced, digital world, people are more distracted and disconnected than ever. Even holidays can feel rushed or forgettable. What people truly want are shared moments of joy, the kind that bring them closer together and create lasting memories.

That’s exactly what Miral delivers. By combining globally loved brands with immersive, multi-generational design, they create experiences that deliver real joy.

The strategic idea was simple: Joy is the defining outcome of every Miral experience. It’s what turns a visit into something memorable.

Attention Seeking

If joy is the ultimate outcome of a Miral experience, then our idea had to do more than communicate it. It had to amplify it.

Project Joy is more than a campaign. It’s a movement embraced across the Miral business, guiding everything from internal culture to external communications. It shifts the focus from what Miral wants to say to how people feel. Not selling experiences, but adding to them.

It launched with a cinematic film set in a divided, joyless world. One little girl’s laughter on a Miral rollercoaster sparks a chain reaction. Her joy spreads like a fundemic, reconnecting people across the region and beyond.

To complement the film, Miral is also unveiling a nationwide photography project: 100 Real Smiles – joyful portraits of real people and employees whose lives have been touched by Miral’s destinations and experiences. These authentic, human moments will take over out-of-home media sites across the UAE, turning streets into spontaneous galleries of joy.

And this is only the beginning. Project Joy is designed as a long-term, joy-fuelled movement, with future activations ranging from whimsical interventions such as ice cream billboards and milkshake fountains to more meaningful initiatives, including wellness programmes, planet-positive projects, and this is only the beginning…

Impact

Results coming soon! Watch this space 👀

Media Mix

TV, OOH, Press, Experiential, Digital & Social.

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