2010 Winners & Shortlists

ABANDONED CARS

BrandDUBAI METRO
Product/ServiceDUBAI METRO
EntrantSAATCHI & 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

Name Company Role
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