2015 Winners & Shortlists

Results and Effectiveness

(1) Not only did we change UAE’s perspectives but we also raised $100,000 and counting, in funds for Manzil – our partner centre for special needs children. (2) Leading art galleries in the region supported the cause. (3) Social media video galleries further spread the word. (4) Earned media: Self-pride. And $250,000 in PR and social currency generated widespread awareness. (5) The video of the interactions was seeded online across owned, earned and shared platforms generating word of mouth and conversations around Perspectives and the integration of special needs children. (6) Perspectives has helped Emirates NBD launch the PRIDE initiative to integrate and empower special needs children.

Creative Execution

We created an art exhibition called PERSPECTIVES, showcasing exclusively curated work created by upcoming, talented artists. We partnered with UAE’s leading art galleries - ProArt, Christie’s, Cuadro. We sent direct and eDM invitations to their members, and to Private, Upper Affluent and Mass Affluent customers of Emirates NBD. We launched the exhibition in a premier district in Dubai. We conducted a live auction in conjunction with a leading auction house, where art patrons could own those works of art. We then gave them the opportunity to meet the talented artists. What they didn't know was that the artists were in fact, special needs children. We created a branded video for Emirates NBD and Manzil which captured people’s experiences and surprise, that was seeded online across owned, earned and shared platforms generating considerable PR, word of mouth and conversations around Perspectives and the integration of special needs children.

Insights, Strategy and the Idea

In the UAE, the cost of schooling special needs children is 3 times higher than the average, and funding does not come by easily. So as the leading bank in the Middle East, Emirates NBD with Manzil (a leading centre for special needs children) is endorsing their cause, and wanted to drive funding towards their development and progress. Special needs children are talented individuals – who express themselves through art – and can be able members of the community. But in our society these are only looked at with pity. We needed to start the movement by showing all of the UAE that these children are capable of being independent contributing members of society, and change everyone’s perspective using the one strong talent the children had: Their paintings.