DUBAI'S GOT CULTURE by Y&R Dubai for Quint

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DUBAI'S GOT CULTURE

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Industry Magazines
Media Design & Branding, Case study
Market United Arab Emirates
Agency Y&R Dubai
Released February 2013

Awards

Dubai Lynx 2013
Design POSTERS SILVER

Credits & Description

Client QUINT
Product QUINT MAGAZINE
Entrant Y&R DUBAI, UNITED ARAB EMIRATES
Type of Entry: Design
Category: POSTERS
Title: DUBAI'S GOT CULTURE
Product/Service: QUINT MAGAZINE
Entrant Company : Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency : Y&R DUBAI, UNITED ARAB EMIRATES
Name Company Position
Shahir Zag Y/R Dubai Chief Creative Officer
Shahir Zag Y/R Dubai Creative Director
Kalpesh Patankar Y/R Dubai Creative Director
Shahir Zag Y/R Dubai Copywriter/Designer
Kalpesh Patankar Y/R Dubai Art Director/Designer
Ash Chagla Y/R Dubai Creative Director/Copywriter
Nour Deeb Y/R Dubai Art Director
Jeevan Nambiar Y/R Dubai Visualiser
Subash Mishra Y/R Dubai Editor
Amin Soltani Y/R Dubai Head Of Production
Binnu Cherian Y/R Dubai Production Manager
Gyula Deak Quint Founder/Creative Director
Zaina Shreidi Quint Founder/Editor In Chief
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 and experience.
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 a poster campaign.
Description of how you arrived at the final design:
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 turned into a series of posters that opened people’s eyes to the simple, quirky or essential bits of culture that surround them every day, and urged them to open their minds and see beyond the obvious.
Indication of how successful the outcome was in the market:
The posters were put up in art galleries, creative spaces, cafes, at events and art fairs, where they got people talking and thinking about Dubai in a new way. 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 do an ongoing series of posters.