2022 Winners & Shortlists

Cultural / Context information for the jury

Dignity of labour and recognition of people is something the Western world is very aligned with. In recent times Dubai is also ushering in these inclusive principle right across the workforce. Taxi drivers in Dubai tend to hail from a few less-developed parts of the world. Places such as Bangladesh, Syria and poor neighbourhoods in India and Pakistan. Our campaign was an ode to these people who helped keep Dubai moving, even while the whole city stood still in lockdown.

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

The taxi light box is iconic, recognized in the ambience of every major city across the globe. Leveraging its unmistakable black and yellow identity, we decided to alter the perception of passengers by one simple change - changing the existing 4 letters ‘TAXI’ to the name of the driver behind the wheel. This change was done on several yellow-cab taxis in Dubai as part of a trial phase. However, as a moving outdoor medium, the taxis with their newly designed lightboxes, found themselves on every corner, highway and neighbourhood block across the city.