RTA
The RTA's "Share Your Light" campaign was a heartwarming initiative aimed at making a real difference. For every trip taken on Dubai’s public transportation, RTA pledged to donate 1 dirham to support children in Africa, empowering them to reach their goals in life. Our creative direction focused on illustrating how every small action could spark a brighter future for someone in need, tying the concept of transportation to the journey of hope and opportunity.
Challenge & Solution
The challenge was to create a campaign that communicated the impact of a simple daily act—riding public transport—while inspiring empathy and action. Our solution was a visual and storytelling approach that used light as a metaphor for hope and progress. We designed captivating visuals, combining imagery of public transport with radiant beams of light leading to children's smiling faces and their aspirations. The message was clear: every ride illuminates a path to a better future.
Final Result
The "Share Your Light" campaign received overwhelming public support, with high engagement across digital platforms and a notable increase in public transport usage during the campaign period. It effectively combined social impact with a compelling narrative, showcasing RTA's commitment to community welfare and creating lasting goodwill among Dubai’s residents and visitors.
Category:
Concept Development, Content Creation
Software:
Adobe Illustrator, Adobe Photoshop, Adobe After Effect
Service:
Content Creation
Client:
Road and Transport Authority (RTA)
Date: