Guardians of Accountability
A national campaign on accountability as a shared value, told in seven films: a teaser, the main film and five stories.
- Client
- UAE Accountability Authority
- Discipline
- National campaign, 7 films
- Year
- 2026
- Deliverables
- Teaser, main film, five story films
More from this project
The brief
A national campaign on accountability as a shared value, published jointly by the UAE’s accountability authorities and shared across all their channels.
The idea
Accountability is a choice made every day, so we gave the title to ordinary people. Each story follows one person through their working day, a doctor, a teacher, a cleaner, a government employee and an entrepreneur, and ends with them saying “I am the Guardian of Accountability.” One main film holds them together, and one signature runs through the feed: a person standing still in a moving crowd, under a bilingual lockup.
The result
4.47M views on Instagram across the seven films, about 570 times the account’s 7,879 followers. Every film passed 500K: government employee 752K, entrepreneur 741K, teacher 658K, main film 639K, teaser 587K, doctor 577K, cleaner 517K.
Credits
- Client
- UAE Accountability Authority
- Creative & production
- 9T Studio
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