Al-Futtaim Toyota UAE - "Journeys of Mindfulness (Film)" by PHNX Awards 2023
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| Title | Journeys of Mindfulness (Film) |
| Agency | AKQA MENA |
| Campaign | Journeys of Mindfulness |
| Advertiser | Toyota Motor Corporation |
| Brand | Al-Futtaim Toyota UAE |
| Date of First Broadcast/Publication | 2022 / 4 |
| Product | Al-Futtaim Toyota UAE |
| Business Sector | Automotive |
| Story | During Ramadan, traffic incidents in the UAE increase by 62%. Most of these incidents occur when drivers rush home to break their fast with family. To help drivers stay calm and focused before their journey, Toyota UAE reached out to them through their smartphones, the medium they use right before driving. The Journeys of Mindfulness campaign drew inspiration from ancient Islamic art’s calming nature and featured a series of digital artworks, accompanied by reflective quotes, breathing exercises, and self-care practices. The campaign also partnered with wellness influencers to curate soothing Spotify playlists for drivers during their journey. Digital showroom screens on Sheikh Zayed Road, the busiest highway in the nation, turned into thoughtful PSAs during peak incident hours. As a result, the campaign reminded over 3 million drivers to move mindfully, and was a part of a larger effort to make roads safer during Ramadan, resulting in a 12% decrease in traffic incidents compared to Ramadan in 2021. The use of contemporary Islamic art celebrated a return to the region’s heritage for sources of calmness, countering the notion that mindfulness is a western concept. For Graphic Design category, please refer to Graphic Design film. |
| Media Type | Case Study |
| Length | |
| Executive Creative Director | Simon Reid |
| Associate Creative Director | Taraka ‘TK’ Tennakoon |
| Art Director | Valerie Sandoval |
| Designer | Teena Matthews |
| Strategy Manager | Vylan Dalmaida |
| Creative Strategist | Chirag Khushalani |
| Senior Account Manager | Brian Afonso |
| Account Manager | Hazem Abou El Ela |
| Senior Social Executive | Beverney Shane |
| Arabic Copywriter | Tamim Hakim |
| Head of Production | Amit Hasija |
| Producer | Cynthia Chabu |
| Producer | Johnwalf Brigoli |
| Motion & 3D Designer | Savio Dias |
| Photographer | Jandri Angelo |
| General Manager Marketing at Al-Futtaim Toyota | Saad Abdullah |
| Social Media Marketing Manager | Sara Abouhatab |