AL SERKAL AVENUE Ambient, Digital Conversations by DDB Dubai

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Conversations

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Industry Public awareness, Racial/Ethnic/Handicapped/Minority Awareness
Media Ambient, Digital, Interactive & Mobile
Market United Arab Emirates
Agency DDB Dubai
Photographer Jithesh Narayanan
Illustrator Kapil Mayekar
Released May 2013

Awards

Mena Cristal Awards 2014
Outdoor Cristal AMBIENT (ALL PRODUCT CATEGORIES) SAPPHIRE (SILVER)
Integrated Cristal - SAPPHIRE (SILVER)

Credits & Description

Media: Ambient
Category: Education
Agency: DDB
Brand: Alserkal Avenue / Al Serkal Avenue
Geo: Asia, United Arab Emirates
Advertising Agency: DDB, Dubai, UAE
Creative Directors: Makarand Patil, Kartik Aiyar, Zahir Mirza
Art Directors: Makarand Patil, Kapil Mayekar
Copywriters: Kartik Aiyar, Katrina Petrenko, Zahir Mirza
Illustrator: Kapil Mayekar
Photographer: Jithesh Narayanan
Additional credits: DejaVu Studioz
Sound / Music: MangoJam Dubai
Published: May 2012
Children with special needs struggle to communicate. The children at the Al Manzil School for special needs were trying to reach out to the world through art. Conversations, a unique exhibition of their paintings GAVE THEM A PLATFORM TO ESTABLISH A DIALOGUE WITH THE WORLD while giving an opportunity to the world to COMMUNICATE BACK. A simple device enabled people to listen to what the child had to say, and then record their response, thus completing the conversation. An integrated communication approach using different mediums raised awareness. The facebook app allowed the Conversations to continue well beyond the event. As a result, the event garnered over 3000 patrons and helped raise over 225,000 dirhams. But since our task was more than just achieve numbers, the real reward came in the form of joy and happiness the children felt when they heard those priceless words of encouragement. Conversations is now a permanent platform that will continue to showcase the artistic talents of these children, making them feel EXCEPTIONAL rather than an exception.