The campaign was conducted in 8 labour camps touching more than 10000 on-ground consumers with the video content achieving virality among social media channels.

DU ® was looking to add a storytelling dimension to its brand motto ‘Add life to life’ among its core customers during Ramadan. LPS brands along with on-ground partners, developed an integrated brand property of giving back to the deserving, called ‘Labour of Love’. We successfully conceptualized a campaign for showing popular movies in a complete ‘home away from home’ cinema experience; among Du ® target audience in various work camps in UAE – Dubai & Abu Dhabi. As part of the campaign, we also created video stories of happiness & joy among the audience during the experience.