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.
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 · 0:37
Film · 0:37
Film · 0:3703 The plates
The hero moments are the plates themselves — the Abu Dhabi red "50" emblem on the two numbers that carry the most meaning.
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.
- 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
Let's talk it through,
in person.
Book a meeting →* 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.