Atlantis the Palm Dubai is not like any resort in the world. Located on the very tip of Dubai's iconic Palm, everything about Atlantis is extraordinary. Atlantis is the perfect escape from everyone's daily grind, their jobs, their everyday lives and more importantly, other typical holiday destinations - from the amazing hotel itself, the waterpark and it’s many fun aquatic offerings, to the mesmerizing aquarium, the fantastic restaurants, rooms and service, there’s is nothing quite like it. So we had to create a line and campaign that reflects all that. Which is how we came up with: Atlantis the Palm Dubai, A World Away From The Everyday.  Because everybody needs to escape their everyday once in a while and be immersed in an extraordinary world. The campaign strategy is focused on showing the best that Atlantis has to offer and more; it sums up what the hotel and resort is all about and leaves people in no doubt about what they will discover once they visit this amazing place. In parallel to implementing the launch of this new campaign across media, Atlantis has launched an activation and short film.  It is targeted at resonating with the UK market (a potential market for Atlantis), but it would be seen around the world, with the goal being to promote Atlantis in a very different way than it’s ever been done before. Using the same campaign line: A World Away From The Everyday we came up with an idea which could really bring this line to life.  So, in cold, wet, miserable March we flew to London, hired a wonderful cockney London cab driver, wrapped his cab in Atlantis branding and went looking for Londoners who needed to be taken to a world away from their everyday. Our cabbie got his customers talking about their day, to discover if they were having a good or a bad one. A few lucky people who were having a particularly bad time were rewarded with an all-expenses paid trip to Atlantis the Palm Dubai.