2016 Winners & Shortlists

Brief Explanation

Building on the success of last year’s monopoly at the mall, MAF bought back Monopoly for a second run. In light of the Nepal earthquake, this year the theme was all about helping people of Nepal rebuild their houses. We changed the way Monopoly was played by merging gaming with giving! Not only could shoppers build their virtual property portfolio, but could also help build real homes. But how could we support such a campaign through lifeless media like newspapers ?

Results and Effectiveness

We inspired 80,000 households to grow more Trees and help the environment and not to forget supporting Nepal as well The initiative contributed to 14% increase in Footfall across 3 malls It delivered earned media value worth $123,000.

Creative Execution

We partnered with 7 Days to place these plantable tokens on the front cover of a leading daily Newspapers, with easy to understand ‘planting’ instructions. What better reminder than to be able to grow your own plants from tokens that are usually used to grow your monopoly portfolio!

Insights, Strategy and the Idea

With all the focus on the destructive power of nature, we wanted to remind people about its nurturing side as well. What if a newspaper could inspire people to grow trees ? And what if we could reverse nature’s process and grow trees from paper. In line with UAE’s vision to plant one million trees ‘Plant A paper’ was born We turned Monopoly icons into plantable tokens made up of bamboo seeds that could grow into real plants. Bamboo is a proven earthquake proof material and could be used to rebuild houses.