| Brand | RED CROSS LEBANON |
| Product/Service | RED CROSS |
| Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
| Category | Mailings |
| Entrant Company: | Y&R DUBAI, UNITED ARAB EMIRATES |
| DM/Advertising Agency: | Y&R DUBAI, UNITED ARAB EMIRATES |
The Brief
To demonstrate the role of Red Cross in making a big difference in people’s lives, especially the victims of natural disasters. And help drive volunteers in the Arab world.
Creative Execution
Red Cross' mission is to restore hope into people's lives and the mailer successfully communicates this in an engaging way.
Describe the creative solution to the brief/objective.
We show chaotic scenes of natural disasters in which the survivors look completely helpless. A pull on the tab reveals one of the persons in the picture as a Red Cross volunteer. Transforming a heartbreaking situation into one that is filled with hope.
Results
The direct mailer resulted in over 1,757 registrations on the website in less than a week. It also drove US$500,000 of donations from high net-worth individuals who are too busy to donate their time, but willing to donate a generous sum of money.
Credits
| Shahir Zag |
Y&R Dubai |
Chief Creative Officer |
| Shahir Zag |
Y&R Dubai |
Creative Director |
| Kalpesh Patankar |
Y&R Dubai |
Creative Director |
| Kalpesh Patankar |
Y&R Dubai |
Art Director |
| Shahir Zag |
Y&R Dubai |
Art Director |
| Shahir Zag |
Y&R Dubai |
Copywriter |
| Kalpesh Patankar |
Y&R Dubai |
Copywriter |
| David Deveson |
|
Photographer |
| Amin Soltani |
Y&R Dubai |
Agency Producer |
| Nadine Ghossoub |
Y&R Dubai |
Planner |
| Ayad El Mounzer |
Red Cross Lebanon |
Director Of Public Relations & Communications |
| Farid Hobeiche |
Y&R Dubai |
Account Manager |