2017 Winners & Shortlists

Brief Explanation

We drew people in Dubai to an interactive wall in a popular Dubai hotspot - Dubai Mall and its corniche. And helped those who wanted to help refugee children affected by the food crises, by enabling them metaphorically deliver food to the children, through that interactive wall. People were invited to buy a meal pack from MasterCard, and step up to the wall. An infra-red range sensor would detect them and show them a recording of a child reaching out on screen. As they inserted the pack into the slot, another sensor detected the colour and movement of the pack. This information was fed to a computer in real-time. And the recording on screen showed the child receiving the same pack in one seamless motion. With every high-quality meal bought and delivered, we helped people feel and see the direct impact of their contributions, transforming the way people donated.