The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Events & Experiential
Annual ID
OS22_PR041M
About the Work
The taxi experience is a very cold, functional one. Where every ride is a journey limited to a beginning and a destination. But what if it was more than that? What if it was also time shared between people? Our campaign was going to revolutionise the taxi experience, by changing how RTA taxi drivers were perceived, thereby making taxi trips more human and meaningful for both driver and passenger.
Our idea was to replace 4 monotonous letters on the top of taxi cabs (TAXI) with the name of the driver behind the wheel. This small change with a big heart ushered in a sense of inclusion, humanizing their job, garnering respect, and reaffirming purpose to their essential career.
As Dubai was on the road to recovery from the coronavirus pandemic, taxi drivers were unsung heroes that kept the city moving during this dark time. Our campaign would serve to recognize their efforts, but more importantly, their deeper role as humans.
Our idea was to replace 4 monotonous letters on the top of taxi cabs (TAXI) with the name of the driver behind the wheel. This small change with a big heart ushered in a sense of inclusion, humanizing their job, garnering respect, and reaffirming purpose to their essential career.
As Dubai was on the road to recovery from the coronavirus pandemic, taxi drivers were unsung heroes that kept the city moving during this dark time. Our campaign would serve to recognize their efforts, but more importantly, their deeper role as humans.
2022 Awards
Total Points: 3
Merit
Credits
Agency
VMLY&R / Dubai
Art Director
Bahaa Fakhereddine
Chief Creative Officer
Kalpesh Patankar
Creative Director
Fernando Miranda
Related Awards
