With something like over 100 nationalities living and working in Dubai we had to create something that transcended language and culture in order to get across a simple message about what the first metro in Dubai means to them.  We created a film using the metro as dominos as a metaphor to get across how the Metro now connects the whole of Dubai.  We also had to make a series of print to help educate people on what the Metro is and does.  As a part of all the communication we also created all the sounds the Metro made such as the doors opening and closing and when announcements were made.  A truly integrated campaign.