Arabian Automobiles Company (AAC), the flagship automotive company of AW Rostamani Group and the exclusive dealer for Nissan in Dubai, Sharjah, and the Northern Emirates, has launched the ‘Nissan KICKS Starters Competition’, a unique initiative offering Gen Z marketers a once-in-a-lifetime opportunity to have their work recognized by Nissan and shape the future of marketing.
Students are invited – during the month of Ramadan – to take the lead in crafting marketing campaigns tailored to their generation while gaining hands-on experience and expert mentorship, where the winning team will be awarded a fully funded Master’s scholarship at Ajman University. This first-of-its-kind initiative reinforces AAC’s commitment to nurturing future marketing leaders through education and real-world opportunities, equipping them with the skills, insights, and creative freedom to shape the future of brand storytelling.
“We believe the future of brand communication belongs to the next generation, those who live and breathe digital culture. With the Nissan KICKS Starters competition, we are giving students the platform to take charge, be heard, and gain real-world industry experience that sets them apart,” said Hussam Baghdadi, Senior Director at Arabian Automobiles Company.
Interested students are encouraged to apply via kicksstarters-aac.com from February 24th to March 7th. Nine finalists will then be divided into three teams and will be invited for an exclusive interview and briefing session before participating in a workshop series led by industry experts. The first one will be conducted by Amir De Leon, a Dubai-based content creator and photographer, who is renowned for his compelling automotive content and visual storytelling. With over 1.3 million followers on TikTok, his expertise in crafting engaging narratives and branding strategies made him the ideal choice to become the official mentor for the competition. Throughout the competition, Amir will guide participants in refining their ideas, helping them translate concepts into high-quality, market-ready campaigns.
Ms. Arya Chitra, General Manager of the Nikon Youth Program will also deliver a workshop on Mirrorless Videography, and will be sharing tips on how to master the Nikon cameras that will be loaned to the teams to use for the shoot. Mr. Bethoven M. Filomeno, Faculty for Media and Communications of Westford University and Head of Tribe Creatives and Comms Collective will also be tackling the 3Es of Digital Content Creation. And finally, TBWA/RAAD, will introduce students to the power of social media, creative thinking and equipping them with the skills to harness these platforms for authentic brand storytelling and impactful marketing campaigns.
Each of the team will be receiving a Nissan KICKS for three days to bring their creative vision to life. They will be immersed in the production process, while incorporating Amir’s expertise to shape their approach. After a week of post-production, the final videos will be unveiled on social media, where public voting will determine the winning submission, adding an interactive element to the competition and amplifying engagement.
AAC is also introducing a fresh and interactive approach by bringing AI-driven personas to life by connecting students with digital characters designed to engage in a way that feels natural and relatable to their interests. Acting as mentors and ambassadors, these AI-powered guides help participants navigate their journey, offer support, motivation and insights along the way. This innovative method reflects how brands are evolving in the digital era, using technology to create more meaningful connections beyond traditional social media interactions.
To further enhance collaboration, AAC is leveraging Discord as a dynamic platform where students can connect, exchange ideas, and streamline communication in real time. This unique approach mirrors how Gen Z naturally interacts in digital spaces, fostering a more immersive, engaging, and community-driven competition experience.
Baghdadi added: “This initiative reflects our commitment to innovation, education, and fostering authentic connections with our local communities, including Gen Zs, in a way that resonates with their creativity and aspirations.”
Applications are now open at (kicksstarters-aac.com) for university students across the UAE to join this transformative experience. Applicants are advised to submit by March 7t to secure their spot early.
It’s time to go bold, go all out, and GO EPIC.
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