2014 Winners & Shortlists

CONVERSATIONS 2013

Short List
BrandAL SERKAL AVENUE/ AL MANZIL SCHOOL
Product/ServiceAL MANZIL SCHOOL
EntrantDDB DUBAI, UNITED ARAB EMIRATES
CategoryFundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages
Entrant Company DDB DUBAI, UNITED ARAB EMIRATES
Advertising Agency 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

Name Company Role
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