The Fridge is the only live, grassroots music venue filling the cultural void that is Dubai. But not enough people knew about it.

Contextually, Dubai advertising is all about glitz and glamour, with scale and slick photography. So we did the opposite. To keep the place safe from trend chasers, the posters capture the aesthetics of the venue: dark, raw and organic. ‘Musical Creatures’ invite people to find music in the most unexpected place, a remote warehouse in the middle of an industrial zone.

As the posters spread amongst the city’s underground scene, the venue noted a steady increase in followers. The Fridge is now confident enough to host Dubai’s first grassroots music festival.

* Dubai Lynx 2010, Craft Print, Silver
* Cannes Lions 2010, Craft Print, Bronze

ECD: Milos Ilic
CD: Andrea Gutenberg
ACD: Cindy Hammel
CW: Milos Ilic, Değer Özkan Çötelioğlu
AD: Breda Plavec, Kris Balerite, Meghan Cabral