2010 Winners & Shortlists

Results and Effectiveness

The target audience were locals and expats in Dubai who use the Metro regularly as a means of public transport. The client (RTA) had a big issue with addressing the cultural differences. The poster was placed in crowded platforms in the stations where people were waiting for the metro to arrive. This was ideal place for a poster where personal space is limited.

Creative Execution

Due to the overwhelming response by the public towards the Metro and having never experienced any kind of public transport like this we needed to create an etiquette campaign that educated the people on how to conduct themselves when travelling on the Metro.

Insights, Strategy and the Idea

The majority of the Metro users are from the Asian sub continent where personal space is not respected. We needed to create a piece of communication in the Metro stations that really involved and engaged people to re-inforce the idea of respecting personal space.