The 7 Challenge

UAE Government Media Office

TikTok users across the UAE were encouraged to share their videos showcasing their best adventures and discoveries with the campaign’s hashtag and song, which soon became iconic. The campaign was launched for six days through a ‘hashtag challenge’, driving users to the page where they could start shooting their TikToks.

The campaign also included the hand gesture ‘The 7’ that represents the number seven in Arabic, and in turn symbolises the Seven Emirates. The campaign was kicked off with the top 20 creators in the UAE sharing their videos.

After its start on TikTok, with more than 98 million views to date, the campaign was a major success with over 8,700 user-generated videos tagged with #WorldsCoolestWinter and 13.5 million views in just six days.