Quint Case study DUBAI'S GOT CULTURE by Y&R Dubai

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DUBAI'S GOT CULTURE

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Industry Magazines, Business equipment & services, Corporate Image
Media Case study
Market United Arab Emirates
Agency Y&R Dubai
Creative Director Kalpesh Patankar, Shahir Zag
Art Director Nour Deeb
Editor Subash Mishra
Released May 2013

Awards

Cannes Lions 2013
Design Lions Calendars Silver

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Calendars
Advertiser: QUINT
Product/Service: QUINT MAGAZINE
Agency: Y&R DUBAI, UNITED ARAB EMIRATES

Chief Creative Officer: Shahir Zag (Y & R Dubai)
Creative Director: Shahir Zag (Y & R Dubai)
Creative Director: Kalpesh Patankar (Y & R Dubai)
Copywriter/Designer: Shahir Zag (Y & R Dubai)
Art Director/Designer: Kalpesh Patankar (Y & R Dubai)
Creative Director/Copywriter: Ash Chagla (Y & R Dubai)
Art Director: Nour Deeb (Y & R Dubai)
Visualiser: Jeevan Nambiar (Y & R Dubai)
Editor: Subash Mishra (Y & R Dubai)
Head Of Production: Amin Soltani (Y & R Dubai)
Production Manager: Binnu Cherian (Y & R Dubai)
Founder/Creative Director: Gyula Deak (Quint)
Founder/Editor In Chief: Zaina Shreidi (Quint)

Brief Explanation
Most people associate Dubai with a mass of cliches. Simply telling them that Dubai has culture
is not enough. We needed to show them and give them something tangible that they could see,
touch and feel.

Describe the brief from the client
Dubai is a city that is both envied and disparaged. Many of its residents find it devoid of culture.
Quint is an art and culture magazine, and the creative conscience of the city. So their challenge
was to open people's minds to the things they don't see, by bringing the streets to the people
through their 2013 calendar.


Design Process
We asked ourselves if design could change Dubai's perception of Dubai, and decided to use
design as a means of connecting people to the city.

We went out onto the streets and made unique charcoal rubbings of places, objects and artifacts
that could tell interesting stories. Those actual size rubbings were used in large format calendars
bound in the form of a book, and became physical proof of Dubai's culture.

Each calendar is unique, and every rubbing can be removed, enabling people to hang a piece of
the city in their homes.


Results
Quint gave the calendar book to their partners, art galleries, creative spaces, cafes and public
libraries in the city, where it became a display piece, opened conversations, and got people
thinking about Dubai in a new way. Many residents who have come across the calendar have
written to Quint requesting their own copy.

People also wrote in to Quint, to suggest other objects and quirky things they associate with
Dubai's culture, and now Quint has enough crowd-sourced suggestions to create calendars till
2016.