2014 Winners & Shortlists

Results and Effectiveness

Our new media went beyond standard advertising. We engaged with millions of people across the UAE in a meaningful way (Dubai Mall has a weekly footfall of 12 million people alone), and measured a rise in true happiness when they put their phones away and enjoyed the moment with the people around them instead.

Creative Execution

We created 2 metre by 1 metre clear-screen installations and rotated them around popular sites in the UAE. Each installation held a quote that appeared to ‘float’ within the environment, inspiring onlookers to enjoy the moment in real life before sharing it online.

Insights, Strategy and the Idea

In today’s society we’re so busy looking down at our phones that we often forget to appreciate the moment happening around us. Under the brand umbrella ‘Open Happiness’, we found a unique opportunity to remind people of the importance of ‘real’ happiness. We created a new form of outdoor media that talks to people at just the right moment: Targeting popular locations around the UAE when people are about to get their phones out and digitally ‘share’ their moments. We then reminded them to enjoy it themselves first acting as a conscience, and encouraging people to put their phones down and seize the moment as it happens.