2017 Winners & Shortlists

The Campaign

Under the theme ‘let’s innovate’, we developed a unique spatial and visual language to transmit the idea of empowering women. The event concept was grounded in transforming traditional visual images and symbols, gender roles and design approaches, to create an immersive environment. The team of designers created individualized areas to capture the imagination of what is possible, from outer space experiences to designer brands, and the power of media, the scenography utilized floor to ceiling layouts to draw guests into the various environments. Activations were a large part of the concept, with live stations to build robotics, social media walls, kinetic charging stations and an interactive ink wall designed by local artists. Regardless of the space, area or design, the focus of all elements was to emphasize the influential work of the women speaking, whether the voice of a delegate from the IMF, Boeing or the MBR Space Centre.

Creative Execution

Divided into two unique areas, the Plenagora and Discovery Hall, the event buildup area amassed a total footprint of more than 3200 square meters. Following the extensive design phase, teams mobilized to begin the construction of the more than 15 individualized yet connected spaces. The design motif was based on hexagonal elements connected together by utilizing fluid fabric panels and organic design. Each space maintained its own unique personality and strived to reflect the theme of discussions and activities taking place, be it the influence of media next to an operational film studio, or the future of Middle East space exploration. Organic materials and designs were a large part of the space and included a life-size tree, living walls, sustainably sourced bamboo and accessible placement of elements throughout. Overall the design, added to the functionality of the event creating an innovative, impact world to be discovered.

Indication of how successful the outcome was in the market

We live In a World where women struggle to reach positions of influence and breakdown barriers that confine their voices. During the event more than 2000 attendees from 70 countries contributed to ideas of change, impact and innovation.  Influential speakers from around the world gathered to host more than 40 unique sessions, exploring how to maintain positions of strength on social media and the economic imperative of women in the workplace and government. Through a unique fundraising campaign, 3.7 Million steps were recorded, raising enough funds to educate over 1000 girls for one year. With more than 55 million impressions on social media, the impact of the forum was brought online and make accessible to people, advocates and young women from virtually every country. Ultimately, the projected attendance was exceeded and paved the way for future discussions about women’s impact within society and as leaders in the Middle East.

The inaugural event was the first of its kind in the region and was designed to engage audiences within the Middle East and around the world, capturing unique stakeholders and cultivating impact. In addition to targeting influential speakers, the Forum was used online, in print and on social media to cultivate awareness and exceed the projected attendance. The event host, Dubai Women’s Establishment (DWE) launched in 2006, situated the DGWF to add to their activities and brand relevance of nurturing the next generation of Emirati women leaders. DWE has successfully organized and conducted programs, interactive seminars, training sessions and forums aimed at encouraging more women to join the active workforce. Ultimately, a holistic approach to the event and campaign allowed the DWF to elevate its brand visibility, garnering more than 55 Million social media impressions and securing global media coverage.