Hidden Disabilities Campaign 

THROUGH-THE-LINE AWARENESS CAMPAIGN

BRIEF: Dubai Airport (DXB) tasked Freedm to help elevate their reputation from being the biggest airport in the world to being the best airport experience in the world, with a campaign specific focus on how the airport empowers people with hidden disabilities.

EXECUTION: This was a project close to our hearts and we immediately wanted to link the needs of the traveller with the heart of the airport. Here we discovered the simple human truth that disability itself is normal… And so we set out to create an understanding that we all mostly share the same needs... Our paths are just different.

RESULT: Establishing a mindset that Dubai Airport celebrates individuality and enables memorable travel experiences. Speaking true to their hidden disabilities initiatives and why they are tailoring experiences for people with specific disabilities, yet not singling anyone out nor speak down to them.

AGENCY: Freedm

ROLE: Concept / Creative / Elevation tactics