2019 Winners & Shortlists

STORIES IN THE SAND

Client/BrandCHARICYCLES
Product/ServiceCHARICYCLES
EntrantWUNDERMAN DUBAI, UNITED ARAB EMIRATES
Type of EntryAmbient
CategoryTransit
Idea Creation WUNDERMAN DUBAI, UNITED ARAB EMIRATES
Media Placement WUNDERMAN DUBAI, UNITED ARAB EMIRATES
Production WUNDERMAN DUBAI, UNITED ARAB EMIRATES
Production 2 FIRST AND TEN PRODUCTIONS Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

Among the around 7.8 million expatriates that live in the UAE are many low-income semi-skilled workers who have chosen the path to become self-sufficient. Bicycles, the main mode of commute for most, play a significant role in making their everyday work easier and faster. However, the areas they travel within were built around cars with scant cycling infrastructure. The risk increases at night because many cannot afford expensive protective gear like reflective vests and helmets, which are required by law and essential to their safety. This situation was making them literally invisible in the night. Charicycles, Dubai-based upcycling bicycle brand built around the ethos of giving back, took on the challenge to increase awareness for them. In previous years, they initiated collection drives for vests/helmets, which were to be distributed among low-income cyclists. However, spreading the word wasn’t easy without any media budgets, resulting in lukewarm responses and results.

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

First, the cyclists narrated their ambitious stories to us. Then, we illustrated these real-life vignettes into minimalist storytelling panels, which are then hand-etched into customised tyres, one by one. So that everywhere they go, these wheels leave inspiring imprints in the sand. The entire initiative was captured in a touching online film and spread across social media, to make these stories travel far and wide. The call to action on sand and in film drove audiences to the Charicycles website, where they could learn more about the cause, and gift vests and helmets for low-income cyclists.

Credits

Name Company Position
Ian Haworth Wunderman Chief Creative Officer UK & EMEA
Piotr Osinski Wunderman Dubai Executive Creative Director
Hassan Bilgrami Wunderman Dubai Associate Creative Director
Gustavo Dallegrave Wunderman Dubai Senior Art Director
Fahad Naeem Wunderman Dubai Graphic Designer
Alvaro Bretel Wunderman Dubai Strategy Director
Irmak Aktas Wunderman Dubai Account Director
Tissa K A Wunderman Dubai Mockup artist
Carla Louis Wunderman Dubai Head of Production
Dom Ochotorena freelance artist
Rajeev Virani First and Ten Productions Executive Producer
Timothy Fare Matthews First and Ten Productions Executive Producer
Peter Farrow First and Ten Productions Executive Producer
Shivani Virani First and Ten Productions Producer
Shantanu Suri First and Ten Productions Director & Editor
Nick Zajicek First and Ten Productions DOP
Ludovic Blot First and Ten Productions Camera Operator
Christon Lucas First and Ten Productions Assistant Camera