Brand | EMIRATES NBD |
Product/Service | BANKING |
Entrant | STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES |
Category | Use of Outdoor |
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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Brief Explanation
Billboards are a hazard to the environment. Recycling them is a solution but not in UAE. Every month approximately 8076 billboards end up in the junkyard. Everyone knows but nobody cares.
As UAE's leading advertiser, Emirates NBD decided it was time to stop this but with no upcycling facility available locally, we had no option but to send billboards abroad. Emirates NBD became the first advertiser in the region to recycle their billboards
Not only did Emirates NBD want to help environment but also prove to others that these re-purposed billboards could make a difference.
Results and Effectiveness
Emirates NBD second life billboard made a positive difference to the environment & contributed to a promising second life to over 4500 refugee children in the region.
the story has delivered over 1.2 million video views on all social media channels.
Creative Execution
We created Second Life billboards.
Old billboards got a new life as school bags & stationery especially repurposed for the Syrian refugee kids. We then partnered with SOS to help us distribute the bags to the needy children to help them get back to school. This was in many ways a new beginning for children who were denied their right to education.
Insights, Strategy and the Idea
We knew around millions of children in the region had been left homeless by the war, but the biggest casualty was their education. According to UNICEF, around 2 million Syrian children had been deprived of their right to education. What if our billboards could help these children get back to school?
Credits
Pauline Rady |
Starcom MediaVest Group |
Media Director |
Mohit Lodha |
Starcom MediaVest Group |
Regional Director - Human Experience |
Milad Samia |
Starcom MediaVest Group |
Senior Media Manager |
Javier Bravo |
Starcom MediaVest Group |
Digital Director |
Wesam Ayash |
Starcom MediaVest Group |
Digital Manager |
Oliver Mathews |
Starcom MediaVest Group |
Media Manager |