Multilem Worldwide launches the ‘We Love Dubai’ campaign
28/04/2026
Multilem Worldwide has launched the ‘We Love Dubai’ campaign, inviting residents and visitors to take part.
The initiative, created by the Portuguese company, reflects the spirit of diversity and collaboration that defines Dubai, bringing together communities from over 200 nationalities in a message that Dubai is home. The campaign places people at the heart of the city’s narrative and transforms individual feelings into a collective expression of belonging.
Thus, from 5 to 12 April, residents and visitors are invited to take part in this immersive experience: by scanning a QR code and taking a photograph, each participant becomes part of a living digital mosaic, built in real time. The result is a collective heart formed by the faces of those who live, work and build in Dubai every day.
According to Multilem Worldwide, ‘We Love Dubai’ is, more than just a campaign, an authentic reflection of the city – dynamic, inclusive and constantly evolving; a place where different cultures not only coexist, but create a shared identity based on safety, opportunity and human connection.
“After 20 years of living in Dubai, I have developed a deep connection with the city. I am proudly Spanish, but it is here that I have found a true sense of home. It is a place where I feel safe, protected and valued. This movement is our way of showing the world that Dubai is much more than a city – it is a feeling that unites us,” explains Marta Paniagua, creative director at Multilem and mentor of the project, in a press release.
Pedro Castro, CEO of Multilem Worldwide, adds that “this project reflects what we believe in: that the most meaningful experiences come from people. ‘We Love Dubai’ isn’t about telling a story, but about giving a platform to those who live it every day. It is this human dimension that transforms a simple idea into a collective symbol with real impact.”
For her part, Dorothee Anjos, Managing Director of Multilem Middle East, says: “Dubai has given me so much more than I could ever have hoped for – a real sense of home, a safe environment in which to raise my family, and a place where different cultures come together and thrive. This initiative is our way of giving back: bringing the community together and allowing the city to speak through its people.”
