Yas Waterworld Wins Best Print Media Campaign

On October 23rd, our Yas Waterworld’s Emirati Adventures Brand Campaign won as the best Print Media campaign at the World Waterpark Association Show held in Santa Fe.

Yas Waterworld Abu Dhabi is a themed waterpark based on a legend that represents Emirati Culture and heritage. The brand campaign brief was to develop the 2015 image building campaign for the now established Yas Waterworld, and to introduce the new additions to the park that further cement the Emirati experience at the park.

Philippa Kevan from Yas Waterworld explains about the brief and how we helped:

“With the latest attractions to reinforce our message as an Emirati themed waterpark, we faced the challenge of promoting the ideal destination for a fun family day out without overlooking that first and foremost, we are a waterpark. Tonic created the award winning ‘Emirati Adventures’ which did exactly that.”

The park was introducing camel rides, falcon photo opportunities and additional attractions. Thus the creative focused on incorporating the camel and a falcon in a story where they get dressed up in swimming gear as they make their way through the desert to Yas Waterworld.

The campaign served to highlight Yas Waterworld’s authentic Emirati theme while staying fun and refreshing.


The shoot was just as legendary as the campaign. In 50 degree summer heat, we used a 42 meter high crane to lift our team of photographers and art directors to achieve a great ariel shot of the park. It doesn’t get more authentic than this! The photographers and retouchers were Staudinger+Franke, and as always, they helped bring the vision to life.

The campaign was aired all across UAE and targeted to tourists through print ads, outdoor, social media, digital screens and digital banners.

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-Reem Al Shak’a

13 Things to know before you become a Tonician



  1. We all have cool titles on our business cards, so pick yours very carefully. It needs to be creative. We are judgmental folk and will not be kind when teasing you for your lame-o title
  2. All our lunch conversations (and throughout the day) are about TV shows. We are obsessed with TV shows! So you need to be up to date with TV and know when Fargo’s season 2 airs the first episode and what happened on the last episode of Game of thrones!
  3. We are also obsessed with food. Tonic is going to be hard for you is you are happy eating cardboard. If you know the hidden food gems that serve the best biryani – we are all ears. (and we automatically like you) Be warned, if it is a poor food recommendation you will lose some serious points.
  4. We are extremely politically incorrect. Yes, there are several jokes and remarks that are passed around, and you better be thick-skinned. However we can afford to be politically incorrect because no one nationality is a majority in Tonic. No, we don’t have a mafia.
  5. We don’t believe in cubicles or personal offices. Everyone sits next to each other regardless of title and in some cases discipline. We do have meeting rooms for brainstorming, gossiping and napping.
  6. We are an opinionated bunch. If you are a yes-man (or woman) then Tonic isn’t right for you. It just means that you don’t care enough. #SorryNotSorry
  7. We LOVE to party! Halloween, Christmas, 3 kingsmen, birthdays, baby showers – all a big deal! Participation in these events is important. Oh, and for Christmas, we have mean Tonic awards that we give out to the staff.
  8. Know your history! You need to know the fundamentals. If you do not know about the Apple 1984 commercial or the Old Spice campaign or the Red Bull Felix Baumgartner activation – we don’t have anything to discuss.
  9. Once you have been Tonic’d, it never leaves you. We are still in touch with ex-colleagues, they come by and say hi often and some of them even come back to work at Tonic.
  10. Never, ever, ever think of using Mamta’s red polka dot mug…unless you are ready to face the consequences.
  11. A lot of important discussions happen by the Nespresso machine – so being a mocha-head is a plus.
  12. We don’t like ‘Normal’. Normal is boring. If you are quirky, passionate and celebrate your idiosyncrasies (and everyone else’s) then you are right for Tonic.
  13. We classify people we interview as Sunshine people and Sunset people. We only hire Sunshine people.


-Mamta Varerkar

How to become a booming DJ

If you’re thinking about trying your luck as a DJ, here’s a little guide that might come in handy. I was asked to try and somehow link my experience as a DJ back to advertising and while I thought it would be difficult, writing this made me realize there’s definitely some interchangeable skills. Whether it’s about understanding the content you’re working with or making sure you know your audience, there are quite a few similarities. But nobody’s bothered about that, being a DJ is cool so just read on.

  1. Like music

Before you can be a DJ, you have to actually like music. If you’re the type of person that spends more time taking selfies or telling people about your “cheeky Nando’s” than actually listening to music, do yourself and everybody else a favour – DO NOT BECOME DJ.


  1. Know your music

Better than having the latest all-singing, all-dancing, all-lighty-up-and-flashy DJ equipment is to simply know your music. While you may look like the captain of the USS Enterprise behind your controller, it’s likely your set will have less charisma than Spock with a cold.


  1. Get some gear

Once you know your music, get some gear. The type of gear you get will depend largely on how fat your pockets are, but also the type of music you’re likely to play. If you’re into hip-hop, go for turntables. House, buy CDJs. EDM, just get the controller with the most lights within your budget.


  1. Have patience

Learning how to mix or even play two records that work well in sequence requires knowledge and skill. Knowing your fader from your filter, your funk from your folk will come with practice. Just stick at it and you’ll be smashing it in no time. Unless you play EDM, in which case DO NOT BECOME A DJ.


  1. Get a gig

De La Soul once prophesised, “Everybody wants to be a DJ”. They were right and that means getting a gig is easier said than done – unless you play EDM, in which case you just need a sleeve, a fruity pair of Nike Air Huaraches and ideally a couple of shuffling female mates. For the rest of us, it takes talent and effort. Social media channels and music sharing sites allow you share your music and skills, but moreover, attend the events you want to play at and meet the promoters.


  1. Know your audience and environment

Just like any form of communication you need to understand who you’re communicating to and the environment your doing it in. Yes it’s good to be versatile with your style, but that One Direction jam probably isn’t going to hype an audience expecting a Skrillex number. When you’ve got your gig, keep your head up, don’t hide behind your laptop and be aware of your environment.


  1. Don’t plan your set

Unless you’re expected to perform a specific repertoire, don’t plan your set. Not only will you have the flexibility to mix things up if your performance is going down like a stale cream cracker, you’ll also challenge and enjoy yourself more.


  1. Don’t be homophobic

Despite the fact you shouldn’t be homophobic anyway, don’t be a homophobic DJ. Two words: Ten Walls.


  1. Have fun

Smile and people smile back. Just as it goes for life, it goes for DJ-ing. Being in control of the music gives you power. If you’re enjoying yourself, it’ll rub off hugely on your audience.


By Ben Sharpley – senior business manager