2013 Winners & Shortlists

DUBAI'S GOT CULTURE

Short List
Client/BrandQUINT
Product/ServiceQUINT MAGAZINE
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryFLYERS, TICKETS, INVITATIONS, POSTCARDS, CALENDARS, CHRISTMAS AND OTHER GREETINGS CARDS
Entrant Company Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency Y&R DUBAI, UNITED ARAB EMIRATES

Brief Explanation

Most people associate Dubai with a mass of cliches. Simply telling them that Dubai has culture is not enough. We needed to show them and give them something tangible that they could see, touch and feel.

The Brief

Dubai is a city that is both envied and disparaged. Many of its residents find it devoid of culture. Quint is an art and culture magazine, and the creative conscience of the city. So their challenge was to open people’s minds to the things they don’t see, by bringing the streets to the people through their 2013 calendar.

How the final design was conceived

We asked ourselves if design could change Dubai's perception of Dubai, and decided to use design as a means of connecting people to the city. We went out onto the streets and made unique charcoal rubbings of places, objects and artifacts that could tell interesting stories. Those actual size rubbings were used in large format calendars bound in the form of a book, and became physical proof of Dubai’s culture. Each calendar is unique, and every rubbing can be removed, enabling people to hang a piece of the city in their homes.

Indication of how successful the outcome was in the market

Quint gave the calendar book to their partners, art galleries, creative spaces, cafes and public libraries in the city, where it became a display piece, opened conversations, and got people thinking about Dubai in a new way. Many residents who have come across the calendar have written to Quint requesting their own copy. People also wrote in to Quint, to suggest other objects and quirky things they associate with Dubai's culture, and now Quint has enough crowd-sourced suggestions to create calendars till 2016.

Credits

Name Company Position
Shahir Zag Y&R Dubai Chief Creative Officer
Shahir Zag Y&R Dubai Creative Director
Kalpesh Patankar Y&R Dubai Creative Director
Shahir Zag Y&R Dubai Copywriter/Designer
Kalpesh Patankar Y&R Dubai Art Director/Designer
Ash Chagla Y&R Dubai Creative Director/Copywriter
Nour Deeb Y&R Dubai Art Director
Jeevan Nambiar Y&R Dubai Visualiser
Subash Mishra Y&R Dubai Editor
Amin Soltani Y&R Dubai Head Of Production
Binnu Cherian Y&R Dubai Production Manager
Gyula Deak Quint Founder/Creative Director
Zaina Shreidi Quint Founder/Editor In Chief