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Never one to back down from a joke, entertainment entrepreneur and TV icon Steve Harvey didn’t miss the opportunity to respond, poking fun at the accidental leak, stating that Shaq seems to have missed the launch date—just like he did with his free throws.

Indian cinema superstar, Ranveer Singh, was also keen to get in on the excitement, sharing with his X following that he too received the inside scoop on the incredible events line-up. Ranveer underscored his love for the city, stating there is “no place like Abu Dhabi!”

The ‘Passion is the Occasion’ campaign was brought to life with the support of partners, including Ogilvy, which spearheaded tech development of the calendar as well as the PR and communications efforts; Serviceplan Group Middle East, which led the creative; Dejavu, which handled campaign production; and Spark Foundry, which planned media distribution.

Nouf Mohamed Al-Boushelaibi, Executive Director of Strategic Marketing & Communications at DCT Abu Dhabi said: “With this Abu Dhabi Calendar campaign, we are welcoming every visitor, with every type of passion, to explore and connect with what truly inspires them. Passion drives us, moves us and fuels the fire inside of us—from the events we attend to the experiences we dream about. Both Steve Harvey and Ahmed Al Jasmi are incredible entertainers and reflect the variety of our audiences while embodying that spirit of passion. Through our 'Passion is the Occasion' campaign we are enabling people to create meaningful, unforgettable moments here in Abu Dhabi—backed by a digital platform that brings us closer to the experiences we dream about.”

Nishant Shah, Executive Creative Director, Serviceplan Group Middle East, said “Events have always been about celebrating (and often even glorifying) the athletes, artists, performers and entertainers. But Abu Dhabi is a city of passionate people from all around the world. A place where stardom shares the stage with fandom. This campaign casts the spotlight on both the champions, and the cheerleaders who make them. Because Abu Dhabi is where your passion is the main event.”

Manasvi Gosalia, Executive Producer, Dejavu, said, “This film marks the first brand narrative for Abu Dhabi Calendar. It’s particularly special because we were able to make something human and authentic, away from the fad of overly stylised event promos. From the edit to the camera work, every aspect of this film was crafted with a personable gaze to create a sense of fond familiarity and the feeling of ovation.”

Yasser Hamdy, Business Director, Ogilvy, said: “The Passion Calendar has transformed how we connect with fans and audiences. It gives them a personalised way to discover the wealth of events in Abu Dhabi through a diverse calendar meticulously curated to cater to every interest. Passion is Abu Dhabi Calendar's North Star, and this initiative is infusing that spirit into the lives and calendars of fans worldwide, turning a simple calendar entry into an engaging experience.”

The campaign has gone live across earned, paid, and Experience Abu Dhabi’s owned channels, reaching over 25 regional and international markets.

Pranali Diwadkar: Art Director

Safi Rai: Art Director (AR)

Rafic Sawaya: Head of Postproduction

Tasmiah Khan: Post Producer

Denis Leborgne: Editor

Oussama Ghannam: Editor

Mango Jam: Music Composer

Spark Foundry

Tarek Barraj: Associate Business Director

Vedrana Strong: Senior Manager

Frankie Warren:  Senior Manager

Mayline Eid: Manager