| Brand | QATAR FOUNDATION |
| Product/Service | QATAR FOUNDATION |
| Entrant | TBWA\RAAD Doha, QATAR |
| Category | Best use of Ambient Advertising: Large Scale |
| Entrant Company: | TBWA\RAAD Doha, QATAR |
| Advertising Agency: | TBWA\RAAD Doha, QATAR |
Credits |
| Executive Creative Director | Nirmal Diwadkar |
| Creative Director | Allan Manaysay |
| Copywriter | Allan Manaysay |
| Advertiser's Supervisor | Mayan Zebeib |
| Account Manager | Youssef Chahine/Yasmin Ahmad |
| Account Supervisor | Anika Luthra/Tess Guetat |
| Art Director | Drew Stalker/Rami Haidar |
| Other Credits | Designer - Kristyan Sarkis |
Execution
This piece is part of a larger, integrated campaign for Qatar Foundation. Here, we wanted to create a piece that wasn’t overtly advertising. Opposite views of the installation reveal two different words – “grow” in English and the "learn" in Arabic. The piece is located along a busy roadway in Doha, Qatar and consists of five brick and mortar pillars wrapped in thick sheets of vinyl. Each pillar is approximately 20m high and 7m wide. We wanted this installation to look and feel like a piece of art, and fit in with the surrounding environment. Like most of the work in this campaign, these pillars are meant to spark curiosity and be open to multiple ways of interpretation. We want viewers to be provoked into some kind of thought and to fill in the exact meaning of the message from their own perspectives. Since no single product, service or program could represent all of QF, we decided to focus on something all its divisions have in common: pushing people towards new ways of thinking. The yellow and green colors, as well as several branded campaign executions located nearby, helped tied this installation back to the rest of the integrated campaign.
English Translation of Main Headlines
From this angle, the five pillars in this installation form the Arabic word LEARN.