2020/2021 Winners & Shortlists

Cultural / Context information for the jury

“Younger, faster, bolder…” Western Union’s brand reappraisal is like Dubai and its people. We celebrated the city of Dubai and its Modern Money Movers by turning landmark icons of the city yellow and black - the trademark colors of Western Union. This also marked the launch of their new digital app and Western Union reverting to their original Yellow and Black brand identity to avoid the “sea of sameness” of financial services advertising. The innovative Print ad on front page of the Khaleej Times is unprecedented in newsprint advertising insofar as it took over the prestigious front cover a news title - a space normally closed to advertising. It was an open invitation to attend the App launch event and see the iconic Burj Khalifa change to Yellow and Black. The overall campaign changed WU in spirit, actions and tone as brand that is new, disruptive, dimensional, and memorable.