2016 Winners & Shortlists

Brief Explanation

For Mothers Day as part of the Passion For Giving initiative, Emirates NBD decided to surprise the blue collared women workers in the region. We got children to design special greeting cards for the mothers with personalized messages of love. We then transformed these simple greeting cards into talking greeting cards, as we got their children record personal messages of love for their mothers and placed the voice recordings in the cards and handed them over to the unsuspecting mothers.

Creative Execution

With the ongoing celebrations of Mother's Day, Emirates NBD wanted to celebrate this special moment with the mothers. We partnered with a Women's Labor camp. Without the mothers' knowledge we got their children back home to record messages of love for them. Using the greeting cards designed by the children, we used simple technology to turn these messages into personalized talking greeting cards.

Results

With a simple talking greeting card we were able to bring smile to the mothers face, the surprise element when they heard their children’s voice upon opening the greeting card was a heart-wrenching moment. Their eyes filled with tears of joy and sadness and a smile that could light up the darkest skies. We shared their story on YouTube and Facebook with the following results: • Total Views: 1.35 million • Total Shares: 100 • Total Comments: 300 Within a matter of weeks, we had viewers who were more than happy to visit these women on a regular basis and contribute towards their well being. Overall the brand score rose from 29.3 to 31.7 (Source YouGov Siraj), which was unexpected.