Dubai Cycling Safety Campaign Leaves Real Stories of Self-Sufficiency in the Sand

Wunderman Dubai and Charicycles, an upcycling brand built around the ethos of giving back, recently launched a new online film showcasing the impact that cycling can have in Dubai, and how it marks an inspiring message. They turned sand into a medium to tell ambitious stories of low-income cyclists

Wunderman Dubai carved vignettes from real stories of low-income cyclists into customised tyres. As they rode around, the wheels left imprints of their stories in the sand. 

This online film was developed to raise awareness around the need for reflective vests and helmets at night, and drive people to gift them to low-income cyclists, shedding light on an important societal issue. Without these reflective materials, cyclists could be literally invisible on the roads at night.

Many low-income professionals in the city and beyond use bicycles as a way to become self-sufficient. The two stories showcased in this captivating video belong to Sageer Ahmed, a gardener, and Shankar Kunarapu, a domestic worker. Both of these residents rely on - and truly cherish - their bicycles to make their commutes easier and faster. 

Piotr Osinski, executive creative director, Wunderman Dubai said: “These cyclists are truly phenomenal. Crafting their inspiring stories on the tyres gave us that rare opportunity to combine data with creativity and explore a whole new medium.”

Zaina Kanaan, co-founder of Charicycles said: “A big part of Charicycles’ ethos is to give more people access to a healthier life through cycling, but we also would like them to have access to doing so in a safe way. We aim to do our part to create greater awareness for the cause and keep their success stories going.”