2020/2021 Winners & Shortlists

THE MOST VIEWED BILLBOARD IN THE MIDDLE EAST

Short List
BrandDUBAI MEDIA CITY
Product/ServiceDUBAI MEDIA CITY
EntrantDUBAI MEDIA CITY, UNITED ARAB EMIRATES
CategoryBreakthrough on a Budget
Idea Creation DUBAI MEDIA CITY, UNITED ARAB EMIRATES
Idea Creation 2 FP7 McCANN Dubai, UNITED ARAB EMIRATES
Media Placement DUBAI MEDIA CITY, UNITED ARAB EMIRATES
PR DUBAI MEDIA CITY, UNITED ARAB EMIRATES
PR 2 FP7 McCANN Dubai, UNITED ARAB EMIRATES
Production DUBAI MEDIA CITY, UNITED ARAB EMIRATES

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$.

Credits

Name Company Role
Saad Yusuf Dubai Media City Director - Marketing & Events
Majed Al Suwaidi Dubai Media City Managing Director
Reem Shaban Dubai Media City Executive Director - Marketing and Communications
Saad Yusuf Dubai Media City Creative
Alanoud Al Hashmi Dubai Media City Marketing Manager
Saad Yusuf Dubai Media City Copywriter
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Rami Affifi Rami Affifi Designer & Illustrator
Tahaab Rais FP7 McCann MENAT Writer
Ashraf Muhammadunny Ashraf Muhammadunny DOP, Editor and Motion Artist