2022 Winners & Shortlists

Cultural / Context information for the jury

Working Class: There are 2.2 Million blue collar workers in the UAE, forming 52% of the workforce and playing a critical role in the country. However, often their hard work is unappreciated. Royal Figures: Traditionally, heroes and royal figures in the region are honored through public portraits and figures. This idea sparked the insight and breakthrough campaign initiative – what if we hacked The Dubai Frame, the biggest frame in the world, to feature these mechanics workers and appreciate them for their work in a way that no one has done before.

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

On the day of the event (14/01/2022), Automotive and lifestyle influencers were invited to attend an exclusive unveiling in Zabeel Park. Not knowing what they were about to see, each influencer scanned a QR code, was directed to Instagram filter, pointed their cameras at the Dubai Frame, and saw seven animated AR portraits. Each of the AR portraits had text animation appear, where it explained the man behind the portraits – only then did the influencers discover they were mechanics. Designed to awe our audience and see these mechanics in a different perspective – as heroes.