Journeys of Mindfulness
Preventing road accidents with the power of Islamic art.
Insight
Despite being a time to slow down, Ramadan sees an increase in road accidents.
The Holy Month of Ramadan is a time of spiritual reflection and abstinence, with millions fasting for more than fourteen hours a day.
In 2022, traffic accidents rose by 62% in the first ten days of the month compared with the year before. The cause was a loss of focus: drivers who had abstained since dawn tried to reach home as quickly as possible to break their fast, and concentration slipped at peak hours.
Toyota collaborated with AKQA’s Dubai studio to draw attention to the problem.
Idea
Art and sound, to feel grounded before navigating challenging places and spaces.
Journeys of Mindfulness tapped into the centuries-old, little-known meditative power of Islamic art to create a series of multi-sensory, contemplative artworks, with a digital activation that encouraged drivers to seek a moment of calm before they began driving.
For generations, sacred Islamic geometry and its tessellating forms have been a tool for personal and spiritual growth. AKQA turned these patterns, traditionally drawn by hand, into a series of infinitely repeating contemporary artworks and abstract demonstrations of mindful driving.
Drawing inspiration from the past.
Inspired by distinct Islamic art practices, architecture, calligraphy, floral painting and poetry, four mesmerising artworks commemorate each week of Ramadan. Each piece’s rhythmic linear patterns, ever-changing gradients of colour and calming chords wash gently over the viewer, moving them into a space of awareness and calm. By soothing the tension of the day’s abstinence, drivers could focus, relax and drive home with more care.
The Dawn of Strength
A modern interpretation of Islamic geometry, and a representation of mental fortitude. Inspired by the architecturally strongest mosque, an eight-sided structure ascending to a circular dome, the piece features an octagonal base forever shifting into a circular crown. Its polygons, stars and diamonds create a hypnotic atmosphere for spiritual reflection.
Tawazun · Balance
Inspired by Islamic calligraphy, a tribute to the balance struck by ancient calligraphers between precisely conveying text and expressing the purity of its meaning through a formal design system. In the same way, the piece inspires precision of movement and clarity of thought before driving.
These Wanderings of Beauty
A blissful piece inspired by biomorphic, arabesque design: the practice of replicating floral motifs and interlacing foliage. Drawn from the belief that the beauty of the natural world is the highest order of all, it guides you through spiralling suggestions of nature, relieving stress and reminding viewers of their own beauty within it.
Nafas · Breath
Inspired by Islamic poetry, the last artwork in the series follows the rhythm of spoken word, its motion design drawn from the verbal gait of the great Sufi poets. It moves you through inhalation and exhalation, to a place of awakening and contemplation.
Art as advertising.
The artworks were showcased on social media alongside a dedicated set of multimedia content: soothing Spotify soundtracks guest-curated by wellness influencers, reflective quotes, practical breathing exercises, self-care practices and guidebooks. Together they formed a themed Journey of Mindfulness, each released just before peak accident hours, as people left their homes and offices.
Making an impression.
Digital screens on Sheikh Zayed Road, the busiest highway in the nation, became thoughtful public service announcements during peak rush hours, taking the campaign to where it mattered most and cautioning drivers to be mindful as they drove.
Results & impact
An artistic reminder to move mindfully.
The message of mindful driving spread fast through word of mouth and an immersive social campaign, reaching 4.6 million people and reminding more drivers than ever to move with care and consideration.
At a time when mindfulness is often seen as a concept imported from the West, the campaign’s contemporary transformation of Islamic art was lauded as a timely return to sources of calm within the region’s own heritage.
4.6Mreach
2PHNX Awards: Bronze in Integrated Strategy & Technique, and in Graphic Design
Covered by Campaign Middle East and Arab Ad, included in LBB’s round-up of 2022’s best Ramadan and Eid campaigns, and named Creativepool’s Project of the Day. Featured on AKQA.com, the Dubai studio’s second-ever feature.
Credits
- Creative Direction
- Taraka ‘TK’ Tennakoon
- Executive Creative Director
- Simon Reid
- Art Director
- Valerie Sandoval
- Designer
- Teena Mathew
- Motion & 3D Designer
- Savio Dias
- Social & Influencer Programming
- Beverney Shane
- Production
- Amit Hasija, Cynthia Chabu & Johnwalf Brigoli
- Strategy
- Vylan Dalmaida & Chirag Khushalani
- Agency
- AKQA
- Studio
- Dubai
