2018 Winners & Shortlists

A PRICELESS DELIVERY

Client/BrandMASTERCARD
Product/ServiceCREATIVE EFFECTIVENESS FOR GOOD
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
Type of EntryCreative Effectiveness
CategoryCreative Effectiveness for Good
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement FP7/DXB Dubai, UNITED ARAB EMIRATES
PR FP7/DXB Dubai, UNITED ARAB EMIRATES
Production FP7/DXB Dubai, UNITED ARAB EMIRATES
Production 2 MINT MENA Dubai, UNITED ARAB EMIRATES

Brief Explanation

THE PROBLEM: The refugee crisis in the Middle East has displaced many children and the food aid sent to the affected areas is often of poor quality or inadequately packaged, and due to inefficiencies and politics, the food often doesn’t reach the children, leading to The World Food Programme saying it is seriously under-funded and now has to make life or death decisions about who to feed and who to cut off. THE IDEA: People in Dubai wanted to help, but being miles away, didn’t know how to, so we co-developed a food relief initiative with the Government of Dubai, used NASA’s packaging technology, created high-quality meal-packs and then, helped people deliver food to the children, creating "A PRICELESS DELIVERY". THE EXECUTION: An interactive wall was designed, and placed in the heart of a popular mall in the heart of the UAE, that helped people feel as well as see the direct impact of their contributions. They bought a meal for AED 10 (~2.7 USD) and metaphorically delivered it to the children through interactive walls, and the idea was then scaled across government events, public transport, supermarkets, shopping malls, and restaurants. THE IMPACT: 1.1 million meals donated and distributed across Palestine, Syria, Jordan and Yemen, 109,000 people participated across 53 different nationalities, 120,000 free social ads, 530+ articles, $1.3 million earned media value, +22% brand respect while competition declined. WHY IT WORKED: An effective platform for a global financial brand, earning an additive role in culture: • Gained brand respect, by giving more than taking. • Collaborative partnerships gave scalability, capability and capital investment. • Ensured dignity for recipients. Poorly packaged food wasn’t thrown from helicopters or out of trucks. High-quality meals were delivered into their hands. Participants didn’t look down at the children; were at the same level. • A global best-in-class, at Mastercard, for using technology with a purpose. • One of Mastercard’s most awarded ideas; Grand Midas for The World’s Best Financial Advertising along with 9 Golds, Experiential Effectiveness Gold (Reggies), Warc Prize for Innovation, MENA Effies and many more.

Credits

Name Company Position
Tahaab Rais FP7/DXB Regional Head of Strategic Planning, Copywriter
Josephine Younes FP7/DXB Associate Creative Director, Art Director
Nayaab Rais FP7/DXB Associate Creative Director, Copyriter
Spiro Malak FP7/DXB GM Business Unit
Deblina Gupta FP7/DXB Senior Account Director
SoorajTR FP7/DXB Creative Technologist
Anis Zantout FP7/DXB Agency Producer
Erol Salcinovic FP7/DXB Designer
Sameer Ketkar FP7/DXB Designer
Kuba Skowronski FP7/DXB Designer
Salvador Porteria FP7/DXB Designer
Asitha HB FP7/DXB Illustrator
Uday Desai FP7/DXB Technical Producer
Pankaj Nainwal FP7/DXB Technical Producer
Khaled Hamza FP7/DXB Producer
Sreenivas Kuniyil FP7/DXB Producer
Dolly Saidy MINT MENA Producer
Ashraf Muhammadunny FP7/DXB Editor
Amit Borawake FP7/DXB Designer