Agency: Tonic, Dubai.
Found at: OceanCreep.
12 responded to this post
ploise exploin… i dont ‘get it’
i don’t get it either.
Beautiful (eerie) shots, I presume the concept is existing Eurpean sports venues are being abandoned because Dubai is attracting athletes and fans to new, purpose-built facilities.
I like the shots
to david blanar – sure, but the shots arent referenced in anyway to show they are abandoned euro facilities? makes me think dubai is hosting sporting events in crappy arenas…
love the art direction.
i think they’re saying dubai has its own sports city now, so these older arenas are not in used anymore. they’re moving to the new and more advanced centre.
Love the photography. I haven’t seen that dreary or generally emotional pictures in a very long time. I especially love the last one – the faded and slightly torn flag is really beautiful in that “forlorn” way.
Including the copy is important here “Sport has moved to a new playground.” And perhaps the venues and locations are more understood if say you recognize the locations. I still get it, though. Even though I don’t live in Europe.
Although an avid reader of the blog, I’m new to posting, so here goes… The photography is strikingly beautiful and haunting and I think the first and last ideas work well, but I’m not so sure about having the kids playground attractions in the athletics stadium. For me, it changes the idea slightly from the other two by saying that there is activity there. The idea is ok, but being a UK resident, all I hear about on the news is the development of the London 2012 Olympic site, so doesn’t quite ring true for me. That’s my tuppence worth
One execution is missing from the campaign:
http://adsoftheworld.com/media/print/dubai_sports_city_field
these adds are great…. i don’t know why some people didn’t get it. its simple, and the “Sport has moved to a new playground” explains it all.
I actually live in Dubai. and for the people who were assuming things, yes, they are building a Sport City here, actually an International Sport City. for more info http://www.dubaisportscity.ae.
one more thing, for these stunning adds to be done by a Local agency, Tonic Dubai, it really made me happy… it’s been a long time since we saw something like that… its only a shame that they didn’t promote this here.
Leave A Reply
Go Back To Home Vans | Packard BellPlease Note: Comment Moderation Maybe Active So There is No Need To Resubmit Your Comments





I like this kind Picture,Very natural,Sport ad picture needs in this atmosphere.