Brand | THE EXECUTIVE COUNCIL |
Product/Service | DUBAI FONT |
Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
Idea Creation
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Y&R DUBAI, UNITED ARAB EMIRATES
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Idea Creation 2
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MCS/ACTION Dubai, UNITED ARAB EMIRATES
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The Campaign
The Dubai Font was designed as a gift from Dubai to the world. But it's more than just a font. It carries the values of Dubai and represents the city and its people. It was created to promote literacy and freedom of expression for all. Dubai Font is the typographic voice of the city and its people, bearing values like Harmony and Innovation. Our task was to narrate this story to the world and ensure it was heard by everyone.
Keeping in mind that the font was created to be a new medium for expression and to champion the cause of literacy, we created and launched the campaign #Expressyou. It encouraged people to express themselves freely, their thoughts ideas and inspirations. As a font that was free to download, the campaign encouraged people around the world to adopt the font and its values.
Creative Execution
The #Expressyou campaign was a nationwide integrated campaign that would reach the world. It launched Dubai Font online and on ground using multiple touchpoints to maximize reach. Since the free font was designed for everyone to use, our campaign had to be flexible enough to appeal to specific target audiences like creators, designers, students and writers, yet appeal to all. Therefore, the font was launched by His Highness Sheikh Hamdan on twitter and Instagram, putting it on a platform that would be seen the world over. In one hour it was a top trending topic on both platforms. From there on we strategically deployed the campaign across various channels using giant letter installations, promotion by high profile social media influencers, releasing powerful online video content and documentary, design via print, social media, snapchat, graffiti and even the Emirates Airlines inflight entertainment system, ensuring Dubai Font's story reached the world.
115,712 Dubai Font Downloads from the official website and counting.
Over 356 Million Total Campaign Impressions.
Over 4.8 Million video views across social media.
More than 2.3 Million Post Engagements on Instagram and Twitter.
More than 29 Million people reached in UAE, GCC & Global markets through Instagram & YouTube.
Over 52 Million impressions across search, Instagram, Twitter and YouTube.
Most people are ambivalent about fonts yet are set in which fonts they use regularly. Our campaign created enough excitement around a seemingly nondescript medium and made people see that the Dubai Font was more than just a typeface. We showcased the beauty of the design of the typeface, encouraged people to use it and also spread the story behind the font worldwide. The font was adopted and used by businesses, newspapers, and people; its story and launch discussed worldwide. Through various mediums, we changed the perception of a font and turned it into a global story for a city.
The Dubai Font is a typeface designed to carry the vision of Dubai and its values to the world. Values like Innovation, Harmony and Tolerance while championing the cause of literacy and free expression. Therefore, the Dubai Font needed to be seen globally to spread its message and values to everyone. The campaign was designed to maximize reach, on ground and online. It launched in Dubai, home to over 200 different nationalities before going global. The font was introduced globally by His Highness Sheikh Hamdan via social media making #dubaifont the top trending topic on twitter and Instagram in just an hour. Microsoft then launched the font to reach over 100 million Office 365 users. From there on we strategically deployed the campaign across various media like strategic installations, promotion by social media influencers, online content, print and even Emirates Airlines inflight entertainment system.
Credits
Kalpesh Patankar |
Y&R Dubai |
Executive Creative Director |
Dhruv Warrior |
Y&R Dubai |
ACD |
Vineet Parrikar |
Y&R Dubai |
Art Director |
Nora Ferneine |
Y&R Dubai |
Associate Client Servicing Director |
Elisa Binda |
Y&R Dubai |
Copywriter |
Fabio Tridenti |
Y&R Dubai |
Art Director |
Kapil Bhimekar |
Y&R Dubai |
ACD |
Zaid Alwan |
Y&R Dubai |
CD |
Sambhav Khandelwal |
Y&R Dubai |
Copywriter |
Georges Barsoum |
Y&R Dubai |
CEO |
Harvey George |
Y&R Dubai |
Senior Arabic Copywriter |
Sam Eid |
Y&R Dubai |
Head of Production |
Khushi Rawat |
Y&R Dubai |
Producer |
Binnu Cherian |
Y&R Dubai |
Production |
Prathyush Kumar |
Y&R Dubai |
Editor |
Olga Kudryashova |
Y&R Dubai |
Planner |
Rene Reda |
Y&R Dubai |
Group Business Director |
Nadine Chahine |
Monotype |
Type Director |
Samah El Manzalawy |
The Executive Council of Dubai |
Corporate Communication Team |
Ahmad Al Mahri |
The Executive Council of Dubai |
Assistant Secretary General – EC & GS Affairs, Executive Council & General Secretariat Affairs |
Moosa Altartir |
The Executive Council of Dubai |
Advisor, Executive Council & General Secretariat Affairs |
Ayman Aldeik |
The Executive Council of Dubai |
Director of Government Communication, Government Communication |
Ibrahim Alsobeh |
The Executive Council of Dubai |
Senior Executive - Corporate Communication, Government Communication Department |