2011 Winners & Shortlists

The Brief

More than 72,000,000 children around the world are without basic education. Dubai Cares is a charity dedicated to children’s education worldwide. The brief was simple: Create awareness and raise funds.

Creative Execution

Experience first hand the change of behavior and the immediate results once the donation is done

Describe the creative solution to the brief/objective.

We created heat-sensitive coffee/tea mugs, handed them out in coffee shops and sent to donors to highlight the effects of donating in an engaging way. When hot liquid is poured into the mugs, the image transforms from a girl carrying a bucket of water into a girl carrying school books (see video). And the words ‘Your contribution makes a difference’ appear on the mug. The outcome of donating is seen immediately. Donation boxes were placed near-by to allow people to contribute.

Results

This simple, yet effective idea soon became the topic of conversation. People interacted playfully with the mug, and because of this, we raised awareness for Dubai Cares and increased donations.