Brand | DUBAI CARES |
Product/Service | CHARITY ORGANIZATION |
Entrant | J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES |
Category | Integrated Campaign led by Direct Marketing |
Entrant Company
|
J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
|
Media Agency
|
MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
|
Media Agency 2
|
OMD Dubai, UNITED ARAB EMIRATES
|
Production Company
|
MUDDVILLE Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
To get people to change the way they see charities, get involved and donate, Dubai Cares launched the first skill exchange between the developed and the underdeveloped world. The exchange started over YouTube where kids living in poverty created DIY tutorials and in response, people in the UAE made a crowdsourced alphabet book through Instagram and a series of activations.
Creative Execution
We travelled to Tanzania and Sri Lanka to look for talented kids to create the tutorials. The tutorials were released on the Dubai Cares YouTube channel. As the videos picked up views, we launched ads featuring the same kids who created the tutorials. The campaign ran according to the original plan.
Results
The campaign doubled last year’s contributions, raising millions of Dirhams to help educate kids living in poverty. (Please check the confidential section to find out more.)
Online we reached over 300,000 views on YouTube, 130,000 impressions on Twitter and over 250,000 reach on Instagram.
Thousands of the crowdsourced alphabet books will be distributed in English, French and Arabic to the children who need them the most.
Credits
Souraya El-Far |
J. Walter Thompson - Dubai |
Head of TV |
Richard Hol |
J. Walter Thompson - Dubai |
Regional Creative Director |
Carl Lundqvist |
J. Walter Thompson - Dubai |
Associate Creative Director |
Adam Fierman |
J. Walter Thompson - Dubai |
Copywriter |
Mahmoud Alkhawajeh |
J. Walter Thompson - Dubai |
Senior Art Director |
Mouran Boutros |
J. Walter Thompson - Dubai |
Senior Copywriter |
David Deveson |
Freelance |
Photographer |
Mahesh Powar |
J. Walter Thompson - Dubai |
Senior Art Director |
Aarti Kulkarni |
J. Walter Thompson - Dubai |
Account Director |
Omar Elgammal |
J. Walter Thompson - Dubai |
Planner |
Rula Hajjar |
J. Walter Thompson - Dubai |
Sr. Account Executive |
Alaa Al Hai |
J. Walter Thompson - Dubai |
Account Executive |
Chafic Haddad |
J. Walter Thompson - Dubai |
Chief Creative Operations Officer |
Ramsey Naja |
J. Walter Thompson - Dubai |
Chief Creative Officer |