2012 Winners & Shortlists

The Campaign

The Sheikh Mohammed Bin Rashid Al Maktoum Patrons of the Arts Awards were launched in 2010, with the first cycle honouring 59 patrons for contributing almost AED 250 million from 2009 – 2010 for their contribution to the cultural and artistic industry of Dubai. Although the Award itself managed to shed light on the role of the Dubai Culture & Arts Authority (Dubai Culture), the concept and importance of patronage was not completely understood. Following the end of the first cycle our agency worked with Dubai Culture to devise a strategy that would help underline the importance of patronage across all disciplines of art. This was implemented by making the ‘importance of patronage’ as the underlining message of the Authority within all the initiatives that it launched and supported. In addition, strategic interviews and gatherings with spokespeople from the Authority, past and potential patrons and beneficiaries were conducted to further define the cycle of patronage. The second cycle brought to light a deeper understanding of patronage and the need for patrons to step up and support the arts. The Authority recorded an increase in the number of patrons, along with increased contributions towards the city’s cultural and artistic scene.

The Brief

The goal of the campaign was to strengthen audience and media awareness of the Award, and the prestige associated with being bestowed with the title of a ‘Patron.’ Although the first cycle of the Awards marked the arrival of Dubai Culture, there was still little understanding of patrons and their contributions. The criteria for success were number of patrons, beneficiaries, new projects launched within the industry as a result of patronage, and media visibility. To achieve the goals, the campaign was developed based on extensive community and media insights gathered through interviews, features, roundtables, and press releases.

Results

The 2011 cycle of the Sheikh Mohammed Bin Rashid Al Maktoum Patrons of the Arts Awards brought to light the growth of the cultural and arts scene of the Emirate, especially in the diversity of the artforms and their content. • The second edition honoured more than 40 patrons contributing over AED 130 million in financial or in-kind contribution towards the arts • A notable 11 percent rise in support for performing arts and five percent for literature • Participation from government departments increasing 12 percent • 150 known pieces of local coverage • Over 35 features and interviews with spokespeople, patrons, and beneficiaries • 7 press releases distributed in English/Arabic • TV broadcast coverage across local, regional and international stations

Execution

Starting in March, Dubai’s cultural event month, the Authority’s commitment to patronage was visible when it gifted EAFL House 45 in historic Al Bastakiya to increase awareness of the fact that as a discipline, Literature received the least funding (owned research findings from 2010). A dinner with EAFL and Dubai Culture was held where patrons, beneficiaries, and media were invited, so that media could understand firsthand how patronage is a requirement to the city’s art and cultural sector progress. Media similarly met with patrons at the Authority’s ‘Patron Circle’ in Art Dubai. Alongside this, we worked with the Authority to promote patronage through other its dedicated contemporary fair, SIKKA Art Fair, GFF, and DFYT, while extending its support towards Dubai Fashion Week - bringing it under the umbrella of visual arts; and DIFF, where the Authority announced its initiative to commission short films under ‘Soul of Dubai.’

The Situation

The Sheikh Mohammed Bin Rashid Al Maktoum Patrons of the Arts were announced by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President & Prime Minister and Ruler of Dubai, in March 2009 to support patrons who have made invaluable contributions to shaping the cultural dynamics of Dubai. Through the Awards, Dubai Culture & Arts Authority, the Emirate’s dedicated authority for culture, heritage and the arts, aims to stimulate the region’s cultural sector, catalyse the development of various art disciplines, strengthen the arts infrastructure and contribute to developing Dubai as centre for content creation in the arts.

The Strategy

Building on the success of Patrons of the Arts Awards 2010, the Agency, with direction set by the Authority, worked towards educating media and audiences about the concept of ‘patronage,’ and its necessity to strengthen the cultural and artistic fabric. This began by reiterating the Authority’s commitment to patronage, making it the underlining message in all the initiatives that it launched and supported – Emirates Airline Festival of Literature (EAFL), Art Dubai, SIKKA Art Fair, Gulf Film Festival (GFF), Dubai Festival for Youth Theatre (DFYT), Dubai Fashion Week, and the Dubai International Film Festival (DIFF). In addition, a series of interviews with patrons, beneficiaries, and spokespeople from the Authority were put in place to explain the cycle of patronage and how it eventually trickles down to benefit the cultural and artistic community.