2018 Winners & Shortlists


Product/ServiceDUBAI FONT
CategoryPublic Sector

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Research showed that most people are ambivalent about fonts yet were set in which fonts they used regularly. Our campaign created enough excitement and noise around a seemingly nondescript medium and made people see that the Dubai Font was more than just a typeface. We showcased the beauty of 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; it's story and launch discussed worldwide. Our campaign changed how fonts were viewed and made it a medium that represents 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.


Name Company Role
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