2019 Winners & Shortlists

Cultural/Context information for the jury.

44% of Dubai’s population comes from India who come here to work and save money to send home to their loved ones, a priority that has led to an interesting behavioural insight: Whenever they buy something, they do a mental conversion of its equivalent cost in Rupees. Taking the mental conversion into consideration, as well as the fact that the majority speak both Arabic and Hindi, we created a poster campaign that visually unpacked the conversions they make when buying everyday items like wool, tea and yoghurt, and found the hidden Hindi word in the same Arabic word – each representing the two countries.