From the classical hologram concert of the nightingale Abdel Halim Hafez to the smash-hit musical Mamma Mia, the coming Dubai calendar aims to please all tastes this year. Dubai’s digital screens are spiced up with a new OOH advertising campaign, bringing for the first time the sensational feel-good musical Mamma Mia to Dubai Opera for the first time this September. For all Abba fans, catch the international stage show phenomenon, Mamma Mia will be taking the stage this September at the Dubai Opera from 13 to 22, celebrating 22 years since their start in London’s West End in April 1999. Mamma Mia is a heart-warming story, “it’s a sunny, funny tale of a mother, a daughter and three possible dads unfolding on a Greek island idyll”. The musical was viewed by over 65 million people in 50 productions and in 16 languages, where Mamma Mia is considered the ninth-longest-running show on Broadway, also it was adapted into a film, starring Meryl Streep and Amanda Seyfried. The visuals are inspired by Mamma Mia's theme, featuring a happy bride-to-be on a white background with flowers thrown in the air. It is illustrated via the ad copy that the music and lyrics are by Benny Andersson and Björn Ulvaeus; members of the Swedish musical group ABBA, adding the phrase “The Smash Hit Musical Based on The Songs of ABBA”. Meanwhile, Dubai Calendar’s website and Dubai Opera’s were added for booking. This new campaign started in the second week of June on Digital Screens in Dubai
