Brand | DUBAI METRO |
Product/Service | DUBAI METRO |
Entrant | SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES |
Entrant Company: | SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES |
Advertising Agency: | SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES |
Credits |
The Campaign
The fuelling debt crisis of Dubai has left the city with a massive exodus. Many expats lost everything and absconded leaving their belongings behind. The result – a phenomenon of cars left unattended at every corner, parking lot of the city…all gathering dust. Every individual, colleague, friend, brother, sister, mother, husband who we’ve met (either having lost their job, or having sleepless nights); all wanted one thing …
To feel that despite all despair… everything was going to be alright.
That this city that gave them the promise of a better lifestyle still had hope for them.
Success of the Campaign
The success of the campaign is evident in that people are participating and writing their own messages - our original aim was to bring some real connection to the metro. My City. My Metro.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We wrote on abandoned cars and waited for people and the media to pick up on it. It went from ambient outdoor to Press, TV, Online and people started to participate and write their own Metro messages.
Credits
Marc Lineveldt |
Saatchi & Saatchi |
Regional Creative Director |
Danny Higgins |
Saatchi & Saatchi |
Creative Director |
Darren Jardine |
Saatchi & Saatchi |
Artdirector |
Hema Patel |
Saatchi & Saatchi |
Account Manager |
Neil Harrison |
|
Copywriter |