Brand | AL SERKAL AVENUE/ AL MANZIL SCHOOL |
Product/Service | AL MANZIL SCHOOL |
Entrant | DDB DUBAI, UNITED ARAB EMIRATES |
Category | Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages |
Entrant Company
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DDB DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
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DDB DUBAI, UNITED ARAB EMIRATES
|
The Brief
People with special needs struggle to communicate like the way we do. But the children at the Al Manzil school had gone beyond their disabilities, and created spectacular paintings in order to express themselves and reach out to the world.
Describe how the promotion developed from concept to implementation
To get them a response in return, we created Conversations – a silent auction that would give them a platform to establish a dialogue with the world, while allowing the world to communicate back. Conversations came to life through an app on the facebook page of our event organizer. The visitor could visit the virtual gallery of all the paintings and click on each of the painting to listen to what the child had to say. They could then record their response in return for the child to hear, thus completing the conversation.
Describe the success of the promotion with both client and consumer including some quantifiable results
The app created great interest within the art and creative fraternity. The encouraging responses on the app were followed by a turnout of over 4000 patrons at the event. All the paintings were sold, raising over 330000 dirhams. But when the children heard those responses and flashed their priceless smiles, the real power of Conversations was truly realized.
Explain why the method of promotion was most relevant to the product or service
Finding it difficult to express the way we do, people with special needs live in a world of their own. What Conversations did was to bring of these two worlds together.
Credits
Makarand Patil |
DDB Dubai |
Creative Director |
Kartik Aiyar |
DDB Dubai |
Creative Director |
Makarand Patil |
DDB Dubai |
Creative Director |
Kartik Aiyar |
DDB Dubai |
Copywriter |
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 |
Firas Medrows |
DDB Dubai |
Executive Creative Director |
Kapil Mayekar |
DDB Dubai |
Designer |
Zahir Mirza |
DDB Dubai |
Copywriter |
Ross Davies |
Tribal Ddb Dubai |
Digital Art Director |
Vilma Jurkute |
Alserkal Avenue |
Communications Director |
Mangojam |
Mangojam |
Sound Studio/Music |