Brand | 38SMILES |
Product/Service | NON PROFIT ANIMAL RESCUE GROUP |
Entrant | MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES |
Category | Ambient Media: Large Scale |
Entrant Company
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MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
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MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
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Brief Explanation
We created a disruptive moment to people in key locations in Dubai to hit them with our message. This campaign was a direct communication with our target to get their attention, raise awareness and make them take action about the abandoned pets problem.
Creative Execution
The creative execution was relevant because we used this common and very visible issue of abandoned cars to help springboard our campaign message to bring awareness to the ‘invisible problem’ of abandoned pets.
We located abandoned cars across key locations in Dubai and fixed them with motion sensor devices. These devices produced loud sounds of pets crying when people walked within a 3-meter radius of the vehicle. We also installed hidden cameras around the selected vehicles to capture the reactions of people experiencing this activation to spread the message online and make all realize the severity of the problem.
Results
Over 85% of passerby reacted and got our message.
In just one week the online film got more than 500.000 views and over 6.000 shares in Facebook, driving 50.000 new visitors to the 38smiles website and Facebook page. National news, magazines and other non-profit organizations shared and commented our film. Different radio stations in UAE and across the region talked about the idea. And most importantly, we put this problem in people’s faces giving the abandoned pets a second chance.
Credits
Mounir Harfouche |
Mullenlowe Mena |
Chief Creative Officer |
Mark Lewis |
Mullenlowe Mena |
Executive Creative Director |
Simon Reid |
Mullenlowe Mena |
Creative Group Head |
Felipe Menezes |
Mullenlowe Mena |
Art Director |
Alberto Triana |
Mullenlowe Mena |
Copywriter |
Ross Hardiman |
Mullenlowe Mena |
Copywriter |
Joy Films |
Joy Films |
Production House |
Prasad GIri |
Mullenlowe Mena |
Production Team |