2020/2021 Winners & Shortlists

Cultural / Context information for the jury

Dubai Media City needed to heighten its awareness and promote its brand as a regional business hub, located in Dubai. We discovered that every day, Dubai Media City’s plain white construction barriers were visible on a popular morning show, Sabah Al Arabiya, throughout each episode, for 50 minutes, every day. That show airs on one of the most popular Pan-Arab channels. Those construction barriers were probably the most viewed construction barriers in the Middle East, being shown on that very popular morning show, every day! So, we converted that pointless medium into a billboard, designed it artistically and earned a space on that popular morning show, organically, generating free TV air time for Dubai Media City’s brand, for 50 minutes, every day. And in doing so, we created the most viewed billboard in the Middle East, improving the brand's reach, awareness, reputation and business, for a media cost of 0$.