More Than a Destination, a Catalyst for Surfing and Surf Culture.

Surf Abu Dhabi is a collaboration between the Modon a leading developer and Kelly Slater the surfing G.O.A.T., bringing the
world’s biggest wave pool, the best wave technology, designed by the world’s best surfer to Abu Dhabi – an Emirate known for
creating best-in-class experience destinations.

Our challenge was to build a brand with relevance because surfing is a foreign concept in the region.

Our role was to tap into the world of surf culture and develop a brand that would appeal to global surfers “chasing a wave”,
entice professional surfers to the perfect wave as a training ground to hone their craft, as well as inspire the spread of surf
culture by encouraging friends and families to “give it a go”.

This destination is truly a catalyst to expand surf and beach culture in the region and beyond.

Come find your wave at Surf Abu Dhabi.


Transform Awards 2022

  • Gold > Technology, media and telecommunications
  • Silver > Best brand evolution
  • Silver > Best rebrand of a digital property
  • Bronze > Best use of audio branding
  • Bronze > Best brand development project to reflect changed mission, values or positioning


“We were able to reach Akhbar Al Aan’s brand purpose which is “To spread hope and optimism throughout the Arab world story by story” with expertise and direction from Bellwether, Akhbar Al Aan is the brand for “now” vibrant cool engaged and optimistic.”

Solange El Rassi
Head of PR & Corporate Communications
Al Aan TV