2016 Winners & Shortlists

ABANDONED LIVES

Short List
Brand38SMILES
Product/ServiceNON PROFIT ANIMAL RESCUE GROUP
EntrantMULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
CategoryAmbient Media: Large Scale
Entrant Company MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
Advertising Agency MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES

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

Name Company Role
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