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.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

The RTA brand is synonymous for transport in the city of Dubai. It is after all, a government-based transport provider. This means, every brand effort is guided by the motto: "We keep Dubai Moving". The motto goes beyond the functionality of movement that transport provides, but a progressive movement for society as a whole. That means being part of the city's culture, and acts of public service that improve lives.