Dubai's Got Culture

Cultural Campaign

Dubai is a city that is both envied and disparaged. Many of its residents find it devoid of culture. Y&R Dubai and Quint collaborated to change this. The challenge was to open people's minds to the things they don't see, by bringing the streets to the people through a calendar.
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.