2010 Winners & Shortlists

The Campaign

We dropped peoples belongings into the sea to wash up on a Dubai beach - to raise awareness of the Philippines flood disaster and call for donations for the survivors.

Success of the Campaign

Through extensive PR, mainly newspaper but also mentions on radio and TV and online content - we drove the donations back up after they had started to drop off. A total of 525 million dirhams was raised.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

This was a live 'event'. To ensure maximum effect we had to keep this as natural as possible, so people were initially shocked, thrown off balance, thinking they were witnessing a disaster.