Brand | MALL OF THE EMIRATES |
Product/Service | RETAIL & ENTERTAINMENT |
Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
Category | Posters |
Entrant Company
|
Y&R DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
Y&R DUBAI, UNITED ARAB EMIRATES
|
Brief Explanation
Mall of the Emirates is one of the UAE’s oldest and most established malls. it sells itself as more than just a shopping destination. It provides experiences. As part of this promise, activations like this one act as an engaging platform for its customers to experience more than just going to shops. Voice of the Nation is a UAE National Day initiative, and therefore very close to the heart of the public as a whole. The mall has one of the UAE largest footfalls and creating a user-generated piece of communication is a measure of the mall’s reason of being.
The Brief
The brief was to do an ad about UAE National Day. Every mall promotes their version of this day – a day of celebrating the achievements of the country, and quite possibly the most important day in the year outside of the religious calendar – and so Mall of the Emirates wanted to show it was an intrinsic part of the celebration, as well as a true player in the country’s rise. It wanted to show people it was a participant, rather than just a viewer.
How the final design was conceived
The UAE flag is a symbol of the Union of the nation. The idea had to be about the people and the nation. So our process began with words of encouragement and love, spoken by people in the mall. The machine used to record the words also initiated a printer, which printed the spoken words onto a large poster in the colours of the flag – red, green, white and black. The result was a UAE flag, filled with loving words by the people of the UAE.
The UAE flag has never been customised or manipulated in such a way. Once clearance was given by the relevant authorities, we created something that has never been used as a piece of communication in this way.
Indication of how successful the outcome was in the market
Over the course of ten days, one flag was created with the voices of more than 100,000 people.
Brand affinity rose by 11%.
Credits
Georges Barsoum |
Y/R Dubai |
CEO |
Kalpesh Patankar |
Y/R Dubai |
Executive Creative Director |
Mohammed Soleiman |
Y/R Dubai |
Creative Director/Copywriter |
Zaid Alwan |
Y/R Dubai |
Creative Director/Copywriter |
Simon Raffaghello |
Y/R Dubai |
Creative Director |
Kapil Bhimekar |
Y/R Dubai |
Art Director |
Nora Ferneine |
Y/R Dubai |
Group Account Director |
Daisy Sawaya |
Y/R Dubai |
Associate Account Director |
Dima Malaeb |
Y/R Dubai |
Account Manager |
Sam Eid |
Y/R Dubai |
Head of Production |
Binnu Cherian |
Y/R Dubai |
Production Manager |
Prathyush Kumar |
Y/R Dubai |
Editor |
Sadanand Kamath |
Y/R Dubai |
Studio Manager |
Zaakesh Mulla |
Y/R Labstore Dubai |
Business Director |
Ivar Siosteen/Larry Gueco/Jose Garcellano |
Pixel Plus Media |
Production Design Engineer/Technical Producer |
Val Pasquil/Nikul Parek |
Pixel Plus Media |
Technical Producer |
Roy Khattar |
Mall of the Emirates |
Senior Marketing Director |
Nada AbouSaab |
Mall of the Emirates |
Associate Marketing Director |
Aisha Yorks |
Mall of the Emirates |
Senior Marketing Manager |