The Abu Dhabi Ports Company (ADPC), was established in March 2006 and today is a master developer of ports and industrial zones in Abu Dhabi, playing a vital role in propelling economic growth in Abu Dhabi. The Volvo Ocean Race is a round-the-world yacht race held every three years and lasting nine months as it circles the globe.
Pico was tasked with bringing these two huge brands together in Abu Dhabi to promote the Abu Dhabi Cruise Terminal and create a spirit of support for the Abu Dhabi Volvo Ocean Race team. Pico activated a family-friendly ‘pit stop’ for race crews – a luxurious place where they could reunite with their families and where children could be happy and entertained.
The activation featured several outstanding activities, including a ‘Wall of Glory’, where visitors could leave the brave team notes of encouragement as they “battle strong waves and break boundaries”. The ‘Captain Dock’ game, which allowed participants to take turns being a captain and docking a huge boat at a terminal, and the ‘Cruise in a Bottle’ optical illusion photo op also created an atmosphere of fun, adventure and excitement for all.