2019 Winners & Shortlists

Cultural/Context information for the jury.

In this evolving digital era, 72% of marketing budgets are being shifted onto digital. However, given the visual format of Facebook, Instagram and Youtube, Twitter was becoming the afterthought. To change this reality, we needed to talk to media professionals; and there was no better place than Dubai Media City to talk to them, which is the epicenter when it comes to media agencies in the MENA region, employing 124 nationalities, and a workforce of 25,000. Through an on ground experience, we managed to connect with media professionals, providing them with content that inspires and that glorifies the brand's best self through an outdoor activation.

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

Elevator Tweets. Taking the ‘elevator pitch’ to the next level. We developed a blend of bespoke software and hardware to bring a canvas of related tweets to life, in real time, inside an elevator. The hardware features both infrared and RFID technology to understand the journey that the elevator car is making, showcasing content that is relevant to each of the floors and its tenants. When a user enters the elevator and presses a button, a custom-fabricated overlay with infrared sensors, knows which button the user pressed. This input is then sent to a server, calling the corresponding content to the screen. If multiple floors are pressed, multiple calls are sent to the server and the content is divided across the screen display. Tweets change continuously as they're refreshed in real-time.