LIWA 2025: Experience Abu Dhabi Unveils New Campaign for the Ultimate Winter Festival

Abu Dhabi, UAE: Experience Abu Dhabi, the destination brand of the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), has launched its new campaign for the Liwa International Festival 2025 (LIWA 2025) – the UAE’s ultimate winter experience. Under the theme ‘Passion in the Spotlight,’ the campaign invites families, motorsport fans, and culture lovers to experience the festival’s vibrant lineup of events and adventures.

Led by a cinematic brand film, the campaign brings the essence of the festival to life for regional audiences, showcasing its unique blend of heritage, adventure, and culture. The film gives viewers a glimpse behind-the-scenes of this epic event while spotlighting key highlights such as horse racing, motorsport stunts, fireworks, hot air balloons and more.

Liwa International Festival has been a hotspot for motorsport enthusiasts for many years and LIWA 2025 is more diverse than ever, offering a unique blend of experiences for visitors of all ages and interests. From the Buggy Torque Challenge and the Moreeb Dune Car Championship for thrill-seekers to hot air balloon rides and the Liwa Village Souk for families, the festival showcases and celebrates the regional culture with its curated lineup.

The LIWA 2025 campaign showcases how the festival turns into a global celebration for adventure seekers, families, and culture enthusiasts alike. From the Buggy Torque Challenge and Moreeb Dune Car Championship for thrill-seekers to the Liwa Village Souk and Hollywood Circus for families, catering to a diverse number audience of interests while celebrating the cultural vibrancy of the Al Dhafra region.

“It’s no longer just about motorsports,” said Andre Couto, Creative Director at Serviceplan Middle East. “Liwa has become a vibrant stage where every passion comes alive – whether you’re seeking adrenaline-fueled adventure or a memorable family fun experience. This festival is all about sparking a sense of wonder and discover something extraordinary, while celebrating the people who bring it to life.”

Through this campaign, Experience Abu Dhabi highlights its commitment to showcasing the emirate as a diverse and dynamic destination where heritage and adventure blend with the warmth of family gatherings, set against the breathtaking desert landscape, all surrounding the iconic Tal Moreeb, the UAE’s tallest dune, towering 300 meters high.

A Festival of Firsts

For the first time, LIWA 2025 brings new experiences like the Shams Liwa Ferris Wheel and hot air balloon rides, adding to the magic of the festival. Alongside these additions, festivalgoers can enjoy live music, indulge in authentic Emirati flavors, and take in the magic of the desert at night. These fresh elements highlight the festival’s evolution into a must-visit winter destination for both local and international audiences.

The Role of Storytelling in Marketing

With breathtaking visuals, heartfelt storytelling, and cutting-edge production, the film offers a glimpse into the heart of LIWA 2025. Developed in collaboration with Serviceplan Middle East and production house Déjà vu, the film underscores Abu Dhabi’s dedication to innovation in storytelling, creating a strong emotional connection with its audience.

About the Festival

From December 13, 2024, to January 4, 2025, LIWA 2025 invites adventurers, culture lovers, and families to discover the magic of the desert.