2015 Winners & Shortlists

THE CARE COLLECTION

Short List
BrandMAX FASHIONS
Product/ServiceCHARITY DONATION DRIVE
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryAmbient Media: Small Scale
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

The Brief

To drive donations for the Red Crescent’s Syrian refugee fund from customers of Max Fashions. We decided to do this by targeting customers when in they were in the “buying” mindset in stores. When we are indulging in an unnecessary purchase for ourselves we are more likely to feel guilt about our decision and thus donate to good causes at the point of purchase.

Creative Execution

Donations can be very intangible, we never really know where they go. Combined with this we demonstrated that a small donation can help keep Syrian families a little warmer this winter through our emotionally named products. This idea aimed to make donations more tangible and real.

Describe the creative solution to the brief/objective.

We developed a children’s range of intangible, emotional clothing to be sold in-store alongside regular items. We called this imaginary range the Care Collection and supported it with in-store communications. It took up a prime location in store and was complemented by child manikins that had no clothing.

Results

15% of customers at the store throughout the priod the campaign ran made a donation. Furthermore, we increased the average in-store donation 7 fold through this initiative.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Rasha El Ghoussaini Leo Burnett/Arc Worldwide Communication Director
Mark Haycock Leo Burnett Senior Planner
Raja Sowan Leo Burnett/Arc Worldwide Regional Communication Director
Nic Chidiac Leo Burnett Head Of Planning
Maysoun Hanna Leo Burnett Strategic Planning Director
Ali Amarsy Leo Burnett Strategic Planning Director
Sally Ballout Leo Burnett Associate Strategic Planner
Abir Achkar Leo Burnett/Arc Worldwide Art Director
Lowie Miclat Leo Burnett/Arc Worldwide Art Director
Victoria Viray Leo Burnett/Arc Worldwide Art Director
Maria Gasan Leo Burnett/Arc Worldwide Art Director
Haroon Ul Rasheed Max Fashion Marketing Head/Dgm
Anuraj Nair Max Fashion Marketing Manager