2015 Winners & Shortlists

Brief Explanation

Dubai has been growing exponentially, becoming one of the top cities in the world. In Dubai’s case growth has also meant growing apart. On 11.11.14 it launched the Tram, making the city more integrated. It brought neighbourhoods together, by 'connecting' people and communities more efficiently. But first we needed to make the people of Dubai connect with the Tram. The idea was an integrated campaign "Closer Faster”. Where every touch point told a story of how tram is transforming the city of Dubai. The TVC follows the journey of the Tram as it literally connects every part of Dubai. The inspiration for the animation story came from the Rubik’s cube mechanism. To achieve this effect we used a unique animation style combining traditional 2D hand drawn animation, stop frame and 3D.

Creative Execution

The inspiration for the animation story came from the Rubik’s Cube mechanism. The animation style combined traditional 2D hand drawn animation to give an emotional feeling plus stop frame and 3D to bring the 'connecting' and "Closer Faster” to life.