NOT JUST SPECIAL, BUT SUPER
Brand | CITY CENTRE DEIRA/MIRDIF |
Product/Service | SHOPPING MALLS |
Entrant | STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES |
Category | Use of Digital Media in a Direct Marketing Campaign |
Media Agency 2
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
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Entrant Company
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
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Media Agency
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
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Production Company
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GENERATION 3D Dubai, UNITED ARAB EMIRATES
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Production Company 2
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KIYANY MEDIA Dubai, UNITED ARAB EMIRATES
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Brief Explanation
Every child dreams about being a superhero but for children with disabilities just being normal is the struggle. Their perseverance and desire to overcome challenges makes them more than just special...it makes them super!
Using this insight and wanting to portray special needs children as real life superheroes, we created 'Not just Special, But Super'
20 kids from the Al Noor Training Center were asked to describe their favorite superhero. The description from the kids were sketched in real time and then were digitally converted and the face scans ‘meshed’ on to the bodies using special software, painstakingly fine-tuned for posing, and eventually 3D printed to life in the form of custom-made 15 centimeter superhero figurines complete with each child’s actual face and superhero body as described by them - a physical, lifelong reminder of what makes them super!
Creative Execution
In fun, immersive sessions, we asked twenty young special needs children to describe their favorite superhero and what would they be like if they had superpowers. A black and blue cloaked Batwoman, Thor wearing cricket pads, and a Tennis racquet wielding Super-girl was what they described, all of which were sketched in real time, followed by a 3D face scan of each child to capture their facial features.
The sketches were then digitally converted, and 3D printed to life in the form of custom-made superhero figurines with each child’s face and superhero body as described by them.
Results
The Initiative proved to the world that every child holds unlimited potential
The Campaign delivered earned media value of over 1.2M$ and over 2Million views on YouTube and Facebook
The initiative became a talking point, thanks to the coverage from leading local media stations and a special tweet by Bollywood’s leading Star Hrithik Roshan, that reached out to over 13M followers.
Dubai is now on its way to be a disabled-friendly city by 2020 and the word ‘Special’ has now been dropped by the school
But above all, the world now sees these children for who they really are. Super!
Credits
Roy Khattar |
MAJID AL FUTTAIM PROPERTIES LLC |
Marketing- Senior Director |
Nada Abou Saab |
MAJID AL FUTTAIM PROPERTIES LLC |
Marketing - Associate Director |
Manikandan Hari |
Starcom Mediavest Group |
Client Managing Director |
Mohit Lodha |
Starcom MediaVest Group |
Regional Director - Human Experience |
Tauseef Anwar |
Starcom Mediavest Group |
Associate Media Director |
Dana Joulani |
Starcom Mediavest Group |
Senior Media Executive |
Nikita Masillamani |
Starcom Mediavest Group |
Senior Media Executive |
Andrea Mendonca |
Starcom Mediavest Group |
Senior Media Executive |
Rachel Chidiac |
Starcom Mediavest Group |
Media Executive |
Zaid Al Barrishi |
Starcom Mediavest Group |
Senior Digital Media Manager |
Hassan Kiyany |
Kiyany Media |
Director |
Leo James |
Kiyany Media |
Cameraman |
Faisal |
Kiyany Media |
Cameraman |
Aboobakr Khan |
Kiyany Media |
Graphics |
Dale Nichols |
Kiyany Media |
Music |
Romulo Miclat |
Romulo Creations |
Illustrator |
Max Reynard |
Generation 3d |
Director |
Dominic Wright |
Generation 3d |
Director |
Mini Chandran |
Al Noor School |
Fundraising Executiive |