2014 Winners & Shortlists

The Campaign

Many people see Dubai as a city that is constantly in the global limelight for the biggest and the tallest. However, Dubai is also amongst the worst traffic violators in the world. The Dubai Police wanted to enhance their corporate image and inspire a feeling of safety on the streets, whilst also posing a deterrant to traffic violators. So, we were tasked to re-design their dated identity into a modern crime-fighting unit with the latest equipment and expertise. Our design aimed to change the perception of traffic violators, but we never expected what would happen next. We launched the new identity on our star attraction - a new Lamborghini Aventador, before rolling it out on other super cars. We started a global conversation in minutes. Within two weeks, we had news networks and social media buzzing about our new super cars.

The Brief

Dubai Police is one of the city’s oldest brands. So, we were tasked to enhance the image of the force as a modern crime-fighting unit with the latest equipment and expertise, and ultimately change the perception of traffic violators to change their driving habits.

Results

- In two weeks, the Super Cars received over a million mentions on social media. - Thousands of user-generated content was created on the Super fleet. - News reports from across the world proved too numerous to track. - Most importantly, the Dubai Police today ranks amongst the world’s most famous law enforcement agencies. - OVER $1 MILLION Earned Media Globally - 123,800 User Generated videos - 432,000 Shared photos on social media

Execution

We transformed the city’s forgotten fleet into the world’s most talked about brand. New colours were prudently chosen and an exclusive Arabic font was created to emphasize quick response and innovation. Then, we introduced the new identity on our star attraction – a new Lamborghini Aventador, before rolling it out onto several other super cars.

The Situation

Many people see Dubai as a city that is constantly in the global limelight for the biggest and the tallest. However, Dubai also has one of the world's worst traffic violators.

The Strategy

The strategy was to develop a striking visual identity that would get the city talking about the new identity, we also wanted to inspire a feeling of safety among law-abiding citizens while posing a deterrent to law-breakers.