← Selected work ◈ Abu Dhabi Police × Emirates Auction — Year of the 50th

222 ways to own
the fiftieth.

To mark the UAE's Golden Jubilee, Abu Dhabi Police released a run of distinctive "Category 50" number plates — including 1971 and 2021 — and took them to a 10-day online auction with Emirates Auction. We made the campaign: a launch film that turns a licence plate into a keepsake of the nation's 50th year, and the proposal deck behind it.

222Category-50 plates

10-dayOnline auction

1971The founding-year plate

50Golden Jubilee

Client

ScopeCampaign film production & motion graphics · plate-concept visualisation · technical & financial proposal deck · bilingual (AR/EN) art direction

CategoryNational-occasion launch campaign

Abu Dhabi Police over the Etihad Towers skyline — Year of the 50th launch

Abu Dhabi Police launches the Year-of-the-50th plates

01 The occasion

2021 was the UAE's fiftieth year. A number plate is already a small piece of national identity here — so a special "Category 50" series, carrying numbers like 1971 (the founding year), 2021, and coveted two- and three-digit numbers, was the perfect way to let people own a piece of the milestone. Our job was to make that feel as momentous as it is.

Fifty years of leadership and excellence — on a plate you can keep.

02 The film

A vertical launch film builds from a gold neon map of the Emirates, through the Golden-Jubilee framing and the Abu Dhabi skyline, to the plates themselves — a counter settling on 55, then 1971 — and a clear call to bid. Film · 0:37, vertical. Shown here as stills.

Film still — celebrating the Golden Jubilee, Year of the Fiftieth

Film still — Yas Island call to action, get a distinctive number

03 The plates

The hero moments are the plates themselves — the Abu Dhabi red "50" emblem on the two numbers that carry the most meaning.

Category-50 Abu Dhabi plate 55, with 222 distinctive plates in an electronic auction — The distinctive "55"

Category-50 Abu Dhabi plate 1971 — the UAE founding year — "1971" — the founding year

04 The proposal

Behind the campaign sits a technical & financial proposal deck — the plan for taking the plates to auction. The scale figures inside it are Emirates Auction's own platform statistics, presented as part of the proposal — not campaign results.

Technical and financial proposal deck cover, Emirates Auction, 2022 — The proposal cover

Emirates Auction global customer-base infographic — Platform reach — as stated in the deck

Abu Dhabi marina at night — fifty years of leadership and excellence — Fifty years of leadership and excellence — the close

◇ What this included

01 Vertical launch film & motion graphics
02 Plate-concept visualisation
03 Golden-Jubilee art direction
04 Technical & financial proposal deck
05 Platform infographics & data pages
06 Bilingual (AR/EN) layout, RTL

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in person.

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* 222 Category-50 plates were offered in a 10-day online auction with Emirates Auction, ending 10 December 2021 (public reporting). Figures shown in the proposal deck are Emirates Auction's self-reported platform statistics, not campaign results; final auction totals are not published here.

222 ways to ownthe fiftieth.

Let's talk it through,in person.

222 ways to own
the fiftieth.

Let's talk it through,
in person.