2018 Winners & Shortlists

TALES OF CLOTHES

BrandOASIS MALLS (LANDMARK GROUP)
Product/ServiceOASIS MALL, DUBAI
EntrantBPG BATES Dubai, UNITED ARAB EMIRATES
CategoryUse of Ambient Media: Large Scale
Idea Creation BPG BATES Dubai, UNITED ARAB EMIRATES

The Campaign

To capture the attention of an otherwise distracted audience, we set up an unusual exhibition - one that displayed tattered children's clothes alongside poignant stories of the children who wore and treasured them. Our aim was to not just create empathy for what children endured in refugee camps, but also provide a context for the kind of help that was needed - useable winter clothing.

Creative Execution

Implementation: An exhibition of tattered clothes alongside poignant stories of children who treasured them. Timeline: November 2, 2017 - December 2, 2017 Placement: Oasis Mall Atrium Scale: 120cm x 60cm posters on custom-built frames.

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

Business impact: 8,670 kg of pre-loved winter clothes and AED 85,000 worth of new clothes donated by mall visitors. Response rate: An average of 289 kg of clothes collected every day. Change in behaviour: People donated winter clothes instead of just disposing clothes that were of no use during the winter months. Consumer awareness: The campaign garnered enough response for the brand to extend the activation to other locations in the GCC.

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

"Tales of Clothes" positively engaged consumers and re-framed clothes donation as something more than just disposing unwanted clothes from the wardrobe. Over a period of one month, it moved people to participate in an initiative that aims to help address a very topical and pertinent problem.

Target Audience: All mall visitors, primarily Asians and Arabs. Approach: All clothes donation drives follow a cookie cutter format. Put a box and ask everyone to fill it up. Unfortunately this only encourages people to just purge their closet and leaves charitable organisations with clothes that are practically useless. The only way we could change this behaviour was to give people more insight into who needed the clothes and why. "Tales Of Clothes" achieves this with a stark display that combines disturbing visuals of tattered children's clothes alongside touching stories of their owners.

Credits

Name Company Role
Micky Kalita BPG | bates Associate Creative Director
Kenneth Barnes BPG | bates Art Director
Abraham Varughese BPG | bates Executive Creative Director
Siddarth Sivaprakash BPG | bates Group Account Director
Imane Bouayad BPG | bates Account Executive
Rahul Saxena Landmark Group Head of Marketing - Oasis Malls