2013 Winners & Shortlists

CONVERSATIONS

Bronze

Case Film

Presentation Board

BrandALSERKAL AVENUE /AL MANZIL SCHOOL
Product/ServiceAL MANZIL SCHOOL
EntrantDDB DUBAI, UNITED ARAB EMIRATES
CategoryEVENT & FIELD MARKETING
Entrant Company DDB DUBAI, UNITED ARAB EMIRATES
Advertising Agency DDB DUBAI, UNITED ARAB EMIRATES

The Brief

Children with special needs find it difficult to communicate like the way we do. The children with special needs at the Al Manzil had expressed themselves through beautiful works of art. With every piece the child was trying to say something in order to reach out to the world. Now if only the world could reach out at them in return, a CONVERSATION would get underway. What these children needed was an audience to know how they think, feel, and then respond back.

Describe how the promotion developed from concept to implementation

Children with special needs live in a world that is muted to the one we live in. to bridge this gap, we came up with ‘CONVERSATIONS’- an exhibition that became a platform for the children to establish a dialogue with the world outside, while giving the world an opportunity to peep into theirs. Conversations came to life through a simple device that enabled people to listen to what the child had to say and then record their response for the child to hear, thus completing the conversation. Conversation cards placed next to each painting enabled people to write their personal messages.

Describe the success of the promotion with both client and consumer including some quantifiable results

We needed an interesting way to take these messages to the people while focusing on the children's abilities rather than their disabilities. Even more important was that we needed a platform that could continue forever rather than creating a one-off event theme. Conversations facilitated a dialogue between these children and the world, thus bringing the worlds together.

Explain why the method of promotion was most relevant to the product or service

The theme lent itself into other persuasive mediums such as the catalogue, invites, e-invites, ATM screen messages and web banners that led to getting people to the exhibition. The event garnered interest not just within art circles and the media, driving organizations to come forward in support. In the end all the paintings were sold, raising over 200,000 dirhams. But the real reward went to the children who were made to hear those invaluable words of encouragement. Conversations is now a permanent platform that will showcase the artistic talents of these children, making them feel EXCEPTIONAL rather than an exception.

Credits

Name Company Role
Kartik Aiyar Ddb Dubai Creative Director
Makarand Patil Ddb Dubai Creative Director
Kartik Aiyar Ddb Dubai Copywriter
Makarand Patil Ddb Dubai Art Director
Kapil Mayekar Ddb Dubai Art Director
Zahir Mirza Ddb Dubai Creative Director
Katrina Petrenko Ddb Dubai Copywriter
Ashish Varghese Ddb Dubai Production Manager
Jithesh Narayanan Ddb Dubai Photographer
Weera Saad Ddb Dubai Vice President - Planning
Lester Wilfred Ddb Dubai Head Of Planning
Kapil Mayekar Ddb Dubai Designer
Dejavu Studioz Dejavu Studioz Producer
Zahir Mirza Ddb Dubai Copywriter
Vilma Jurkute Alserkal Avenue Communications Director
Ali Mohammad, Khaled Amairy, Mohammad Kader DDB Dubai Arabic Team
Mangojam Mangojam Sound Studio