2016 Winners & Shortlists

ABANDONED LIVES

Silver

Case Film

Presentation Image

Brand38SMILES
Product/ServiceNON PROFIT ANIMAL RESCUE GROUP
EntrantMULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
CategoryCharities, Public Health, Safety & Awareness Messages
Entrant Company MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
Advertising Agency MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES

The Brief

Create awareness about the increasing number of abandoned pets in Dubai (over 3000 every year). This is not a visible problem that we see every day, so the objective of the campaign was to raise awareness to the problem with a very limited budget.

Creative Execution

There is a current problem that people see every day - abandoned cars (over 3000 litter our streets). Surprisingly the number of pets abandoned every year is the same as abandoned cars. So we used the visible problem of abandoned cars to bring awareness to our ‘invisible’ abandoned pets problem. We located abandoned cars across key locations in Dubai and fixed them with motion sensor speakers. These produced loud sounds of household pets crying when people walked within a 3-meter radius of the vehicle. We also installed hidden cameras around the selected vehicles to capture the reactions of people experiencing this activation.

Describe the success of the promotion with both client and consumer including some quantifiable results

In just one week, the online film got more than 500,000 views and over 6,000 shares on Facebook, driving 50,000 new visitors to the 38smiles website and Facebook page. 85% of passersby reacted and got our message. Newspapers, magazines and other non-profit organizations in the region shared and commented on our film. The campaign was also discussed on several radio stations across UAE and the 38 Smiles received more PR than ever before. But most importantly we gave the abandoned pets a second chance.

Explain why the method of promotion was most relevant to the product or service

This activation campaign was designed to get people’s attention and create immediate response on our target, raise awareness and make them take action about the abandoned pets problem. We engaged people by creating a disruptive moment in key locations in Dubai to hit them with our message, and with hidden cameras we created a film to spread the campaign's message online.

Credits

Name Company Role
Mounir Harfouche Mullenlowe Mena Chief Creative Officer
Mark Lewis Mullenlowe Mena Executive Creative Director
Simon Reid Mullenlowe Mena Creative Group Head
Felipe Menezes Mullenlowe Mena Art Director
Alberto Triana Mullenlowe Mena Copywriter
Ross Hardiman Mullenlowe Mena Copywriter
Joy Films Joy Films Production House
Prasad GIri Mullenlowe Mena Production Team