Toyota
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 every year seeing millions fast for over 14 hours a day.
2022 saw traffic accidents increase by 62% in the first ten days of this period compared to last year. This was attributed to a loss of focus and presence of mind, as drivers who have been abstaining since dawn try making the journey home as quickly as possible to break their fast. Concentration is lost when driving during peak hours in this fatigued state, increasing the likelihood of accidents occuring.
Toyota collaborated with AKQA’s Dubai studio to draw attention to the problem of these increased traffic accidents.
Idea: ‘Journeys of Mindfulness’ – a purposeful combination of art and sound to help you feel grounded before navigating challenging places & spaces.
‘Journeys of Mindfulness’ tapped into the centuries-old - but little-known - mediative power of Islamic art to create a series of multi-sensory, contemplative artworks with an accompanying digital activation that encouraged drivers to seek moments of calm before they begin driving.
For generations, sacred Islamic geometry and its tessellating forms have been used as 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 in mindful driving.
Drawing inspiration from the past
Inspired by distinct Islamic art practices - architecture, calligraphy, floral painting and poetry - four mesmerising artworks commemorate every week of Ramadan. Each piece’s rhythmic linear patterns, ever-changing gradients of colour and calming aural chords gently washed over drivers, moving them into a space of awareness and calm. By soothing anxiety and tension from the day’s abstinence, drivers were able to focus, relax and drive home with more care.
‘منبع القوة’
‘The Dawn Of Strength’ is a modern interpretation of Islamic geometry and a representation of mental fortitude. Inspired by the architecturally strongest mosque – an 8 sided structure ascending up to a circular dome – the piece features an octagonal base that’s forever shifting into a circular crown. The resulting polygons, stars and diamonds create a hypnotic effect and an atmosphere for spiritual reflection.
‘توازن’
‘Tawazun’, or ‘Balance’, is inspired by Islamic calligraphy. This contemporary expression is a tribute to the incredible balance struck by ancient calligraphers - between precisely conveying text and expressing the purity of its meaning through a formal design system. In a similar fashion, this piece inspires precision of movement and clarity of thought before driving.
‘تأملات في الجمال’
‘These Wanderings of Beauty’ is a blissful piece inspired by biomorphic (arabesque) design - the practice of replicating floral motifs and interlacing foliage. It is drawn from the belief that the beauty of the natural world is the highest ordered of all. The piece guides you through spiralling suggestions of nature, with the intent of relieving stress and reminding the viewer of their own beauty in the natural world.
‘نفس’
‘Nafas / Breath’ is inspired by Islamic poetry. This multi-sensory artwork - is the last in the series and based on the rhythm of spoken word. It’s motion design is inspired by the verbal gaits of the great Sufi poetry masters. The piece is intended to move you through inhalation and exhalation, to a place of awakening and contemplation.
Art as advertising
The digital artworks were showcased on social media, accompanied with a dedicated set of multimedia content. These included soothing Spotify soundtracks guest-curated by wellness influencers, along with reflective quotes, practical breathing exercises, self-care practices and guidebooks. The set came together as a themed ‘Journey of Mindfulness’.
Every Journey was then released just before potential peak accident hours, to match the times people left their homes and offices.
Making an impression
Digital screens on Sheikh Zayed Road - the busiest highway in the nation - were turned into thoughtful PSAs during peak rush hours, extending the campaign to where it mattered the most and cautioned drivers to be mindful as they drove.
Credits
Agency
AKQA
Location
Dubai
Creative Direction
Taraka 'TK' Tennakoon
Collaborators
Simon Reid - Executive Creative Director, Valerie Sandoval - Art Director, Teena Mathew - Designer, Savio Dias - Motion & 3D Designer, Beverney Shane - Social coverage & influencer programming, Amit Hasija, Cynthia Chabu, Johnwalf Brigoli- Production, Vylan Dalmaida & Chirag Khushalani - Strategy
Results & Impact
An artistic reminder to move mindfully.
The message of mindful driving spread fast through word of mouth and an immersive social media campaign, securing a 4.6 million reach while reminding more drivers than ever to move with care and consideration.
In a time where ‘mindfulness’ is seen as an imported concept from the West, the campaign’s contemporary transformation of Islamic art was lauded as a timely return to sources of calmness within the region’s own heritage.
Coverage & Features
The campaign's contemporary take on ancient artistic tradition received coverage in leading regional news publications like Campaign Middle East and Arab Ad.
'Journeys of Mindfulness' was included in LBB, their round-up of best Ramadan & Eid campaigns in 2022 and picked up by Creative Pool as their 'Project Of The Day'.
AKQA
The project was featured on AKQA.com, making it the Dubai studio's second ever feature.