abandoned car United Arab Emirates

Here's an interesting idea from Saatchi & Saatchi Dubai. The financial crisis in Dubai 2009 had many expats suddenly receiving pink slips and their debts mounting as their paychecks vanished.

Fearing debt prison, expats fled the country, abandoning their fancy cars at the airport.

Thousands of abandoned cars were collecting sand-dust, when Saatchi had the bright idea of using them as ad space instead. They turned it around: thousands of abandoned cars as people left Dubai - because people were using the Metro instead.

"I haven't left Dubai, I just love the metro!" "You'll find me on Metro Gold class", "I heart Metro" and variants appeared written in the dust on the cars. People liked the messages so much, they helped out adding to the campaign with their own variants. Clever!

Client: RTA-Dubai Metro Agency: Saatchi & Saatchi, Dubai Marc Lineveldt (Executive Creative Director) Danny Higgins (Creative Director) Darren Jardine (Senior Art Director) Neil Harrison (Senior Copywriter) Tara Atkinson (Photographer) Chandresh Rughani (Account manager) Hema Patel (Account manager)

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (1)

  • Anders's picture
    Anders (not verified)

    This is a very smart use of situational media, but I would not have understood the idea had you not explained the "debt prison" thing.

    Mar 28, 2016

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