Preventive medical communication has been the same for decades, having slowly moved into a blind spot. And with more fine art and design driven festivals and exhibitions being introduced every year, Dubai is quickly becoming the art and cultural hub of the region. 

The Classic Partnership (VMLY&R's agency in Dubai) needed to grab the attention of an audience that cared more about art than their own health. So it infiltrated some of the most popular art exhibitions in the city and added some of its own masterpieces that looked like the work of fine artists - but were actually created by deadly germs. Each piece spread awareness about the diseases caused and how to prevent them, seeding an infectious idea that helps prevent infections.