2019 Winners & Shortlists

THE NEXT FLOOR: THE CREATIVE MIND

Client/BrandDUBAI MEDIA CITY
Product/Service#DMCHEROES
EntrantDUBAI MEDIA CITY, UNITED ARAB EMIRATES
Type of EntryInnovation in Outdoor
CategoryStandard Sites
Idea Creation DUBAI MEDIA CITY, UNITED ARAB EMIRATES
Media Placement DUBAI MEDIA CITY, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

Dubai Media City (DMC) is home to the largest creative community. DMC knows that the key to success of its community, lies in inspiring their minds. They wanted to inspire the community before/in-between working hours and what better than the elevators which is constantly used. The boring mundane steel elevators used by the community was transformed from inside and outside and converted into murals which look like they are out of a modern art museum. An illustrator with an irreverent quirky style sketches Dubai Media City’s caricatures on the outside and on the inside you see what goes on in their minds. Rich with color, characterization of the community, the murals captivate the beholder, while punctuating a busy day with infectious grins and smiles. The inside of the elevators was adapted onto a 100mtr fence billboard.

Write a short summary of what happens in the ambient or digital execution or campaign.

Creative mind is a beautiful place but, manic everyday deadlines can take its toll. In UAE nearly 2/3rds of businesses are affected by increasing workplace anxiety. Constant articles/surveys in Bloomberg (2019),Robert Half (2017) YouGov (2015) reiterate this fact University of Westminster’s widely acknowledged study states that looking at art reduces concentrations of cortisol i.e. the stress hormone, during a working day. Dubai Media City(DMC), the largest creative community is 2nd home to most creatives within UAE. They spend a lot of time in/out for meetings from their offices located in the neighborhood’s towers.

Credits

Name Company Position
Majed Alsuwaidi TECOM Group Managing Director - DMC DSC and DPC
Reem Shaban TECOM Group Executive Director – Marketing and Communications
Alanoud Al Hashmi TECOM Group Marketing Manager
Saad Yusuf TECOM Group Director Marketing & Events
Rana Boukheir TECOM Group Manager Advertising & Venues
Rachid Deryan TECOM Group Marketing Intern
Rami Afifi Rami Afifi Creative