Brief: Two worlds rich in culture, arts and sciences: China, and the Islamic world; Come together to represent the untold story of the Dragon & the Phoenix. When the Dragon and the Phoenix met, they exchanged ideas between the 8th – 18th century, which had a massive impact on global trade, art and history. We needed to develop a piece of educational content that would entice people from the UAE to head over to the exhibition and learn more on how this exchange had an impact on their culture.

We decided to portray this educational content in an entertaining and beautifully illustrated style. It was all inspired from the depiction of art and typography on plates. We embodied a journey representing the Dragon and the Phoenix, where and when they met, and how it impacted global trade and art. Through a 360 integrated campaign, we told our audience the story of how these cultures meeting changed history for years to come.

Credits:
Advertising Agency: Publicis Middle East
Executive Creative Directors: Rafael Augusto
Creative Directors: Mohamed Bareche