2022 Winners & Shortlists

Cultural / Context information for the jury

Authorities in the UAE have recorded over 27 thousand distracted driving violations in the first half of 2021. And with speed limits reaching well over 120 km/h, motorists using their phones while driving sustain lifelong injuries or lose their lives altogether. The problem is quite prominent among teens, with many driving carelessly unbothered by the consequences.

Please outline the innovative elements of the work.

For the first time in the UAE, a driving center’s learner car became a medium that communicated a powerful message. With the addition of a smart tinting film, we added an element of surprise to a seemingly ordinary car. The smart tinting film turned opaque at the flick of a switch simulating the lack of visibility someone experiences when looking at their phone while driving, thus demonstrating the dangers of distracted driving in a poignant manner.