Dubai, UAE, 6 Dec 2023 – For the 52nd National Day, Memac Ogilvy & Al-Futtaim Lexus added a personal touch to the celebrations of one of its customers. 

As a brand that transforms inspired designed and relentless innovation into passionate, moving experiences, Lexus found a unique way to offer an exceptional experience to one of its customers affected by Colour Vision Deficiency (CVD), helping him see Colours Through Lexus. 

According to studies, approximately 1 in 10 people in the UAE are colour blind. The cause of colour blindness can be genetic, with a person suffering throughout their life, although it can develop as the result of disease. It is one of the most misunderstood eye conditions, and relatively little research has been done into the effects of color blindness in everyday life – as the general population remains oblivious to the difficulties CVD can cause on a daily basis. 

Amongst all colourblind people, 99% suffer from red-green colour blindness, part of same Pan-Arab colour palette integral to the identity of the United Arab Emirates. And every year during the National Day week, these colours are instrumental in adding to the spirit of commemoration and unity. 

To ensure their customer could truly take in the vibrant colours around him and fully embrace the joy of National Day, Lexus applied a special tint to the windows of a Lexus. Upon looking through the tint, the previously brownish murky color tones gave way to vibrant shades of red and green for the customers affected by CVD. 

Saad Abdullah, General Manager of Marketing at Al-Futtaim motors said: “Lexus believes in crafting experiences that are uniquely personal and unforgettable. And for National Day, a truly memorable occasion on its own, we wanted to do something special. 

People with Colour Vision Deficiency see the world through a different lens altogether. Together with our partners at Memac Ogilvy, this one-of-its-kind experience was able to help our customer with CVD experience the colourful shades of UAE in all their vibrance – from their very own Lexus.”

Colours Through Lexus perfectly encapsulates the importance of crafting experiences that truly matter, with the potential to empower individuals and communities alike. It is a gesture of inclusivity – with the simple hope of helping us all reflect upon the luxuries of life that might seem trivial in the eyes of some, but for others have the power to reveal a world with all its colours.  

Sources:

National Science Teaching Association

Sensory Support Service – Bristol City Council

Creds:

Al-Futtaim Lexus:

  • Katib Belkhodja – Managing Director- Al-Futtaim Customer Centricity 
  • Roxanne Magbanua – General Manager, Al-Futtaim COE Marketing
  • Tarek Ouled – Head of Marketing, Al-Futtaim COE Marketing
  • Saad Abdullah – General Manager, Marketing, Al-Futtaim Toyota & Lexus 
  • Yazan Al Mobaideen – Head of Performance Marketing, Al-Futtaim COE
  • Karim Hassanein – Senior Digital Marketing Manager, Al-Futtaim Toyota & Lexus
  • Lara Ayoub Agha – Senior Marketing Manager, Al-Futtaim Lexus
  • Hossam Mahgoub – Marketing Manager, Al-Futtaim Lexus
  • Rose Viajar – Marketing Executive, Al-Futtaim Lexus
  • Alaa Tarawneh – Senior Manager – Brand Experience, Motorsport & Content TOYOTA GAZOO Racing – UAE, Al-Futtaim Toyota & Lexus
  • Sara Abouhatab – Social Media Account Manager, Al-Futtaim Toyota & Lexus 

Memac Ogilvy:

  • Hadi Ballout- Managing Director
  • Kevin Kurian – Business Director
  • Bhaskar Bareja – Head Of Strategy UAE
  • Alaa Nour – Account Director
  • Georges Enkiri – Senior Account Manager
  • Nicole Correia – Senior Account Executive
  • Steve Delange – Executive Creative Director
  • Moemen Metwally – Creative Director
  • Hussein Krayem – Content Director
  • Taha Khan – Copywriter
  • Brinda Singala – Art Director
  • Shadi Kharmacho – Head of Arabic
  • Antonio Geagea – Senior Digital Designer
  • Karl El Hitti – Head of Social 
  • Yara Maalouf – Social Account Manager

PHD:

  • Leila Chouman – Media Planning Director
  • Lynn Kharrat – Senior Executive Planner
  • Zaynoun Abou Ibrahim – Senior Executive Paid Social
  • Ramzi Bou Rouphael – Senior Executive Biddable Media 
  • Zein Daify – Executive – Paid Social