2018 Winners & Shortlists

Brief Explanation

They say billboards are dead. They say radio is dead. But, they also say an average of 12,000 people commute every day between Dubai and Abu Dhabi. They all pay attention to the landscape, and most of them listen to the radio. A perfect opportunity for local disruption. Coupling creativity with technology, we merged billboards and radio – two ‘outdated’ media –into one innovative experience: 'Louvre Abu Dhabi Highway Gallery'. As commuters drove down the E11, they encountered Louvre Abu Dhabi’s masterpieces like never before: on 9-metre-high billboards outside their windows and through 30-second stories of each artwork on their radios.