The Sound of Togetherness

100 % human


As the leading telecom company in the UAE, a radical choice was needed for Etisalat to stand out in the category.

In an industry where sound is crucial to the customer experience, the brand wanted to convey the openness, inclusiveness and togetherness that Etisalat values, while at the same time, increasing attention and impact across all touchpoints.

Last but not least, Etisalat needed to address the very diverse population of the UAE.

Sonic identity

Etisalat’s sonic identity is not just one voice, but representative of many – men, women and children with diverse backgrounds and singing in unison. There are no distinct words, either, but a simple, universal onomatopoeia. There is no translation needed, the togetherness and joy are naturally understood.

Moreover, the musical elements that accompany the voice are all sounds that can be made using our hands, feet or with simple, primitive hand percussion instruments. A sonic identity that conveys a true feeling of togetherness and that is, literally, 100% human.

Finally, the balance of traditional middle eastern instruments with western music culture is key to the project.


The brand film has been viewed over 500k times, within 5 days of release. The Etisalat brand team, along with BBDO, has a full radio and customer service launch to kick-off a long-term communication strategy and revolutionize the Etisalat customer experience and sonic standards in the industry.

Sonic applications in the making: TikTok, Instagram, podcast, events and TVCs for 2021.



Michael Boumendil – President & Chief Creative Director
Laurent Cochini – Managing Director
Ella Duda – International Strategy Director
Julien Goris, Vincent Turbé
Artistic Directors
Eric Caissy, Marion Combes, David Delazyn, Ianis Mauraisin, Pierre Moreau – Sonic Identity Designers


David Zennie – Chief Executive Officer
Ryan Domigpe – Producer