2019 Winners & Shortlists

FORGOTTEN TOY

Client/BrandGMC
Product/ServiceAUTOMOTIVE
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of EntryInnovation in Outdoor
CategoryAmbient Outdoor
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement CARAT Dubai, UNITED ARAB EMIRATES
Production HANZO FILMS Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

During summer, the Gulf region can easily hit 50oC but there is one place that gets even hotter. Under the sun, the interior of a car can easily heat up to 30oC more than outdoor temperatures. A fatal combination for kids who have been left in locked cars. A kids’ body heats up 3-5 times more than an adult’s body due to a thermic regulatory system that isn’t mature yet, exposing them to a heatstroke could be fatal. Despite the warnings, multiple cases of kids’ deaths in locked cars are reported every year.

Write a short summary of what happens in the ambient or digital execution or campaign.

GMC created ‘Forgotten Toy.’ A demonstration of what many children locked in cars suffer every year. A project aimed to raise awareness on this problem, generating a reminder for parents and the public. ‘Forgotten Toy’ is a toddler sized-toy designed to withstand temperatures of up to 52oC. We placed the Forgotten Toy in several places. GMC car dealers, toy stores, in order to capture parents’ reactions. The toy turned into a media sensation and through the use of their phone parents were able to unveil why the toy disfigured. They had been exposed to the truth with a final message which made them aware of the issue.

Credits

Name Company Position
Bechara Mouzannar Leo Burnett Chief Creative Officer
André Nassar Leo Burnett Dubai Regional Executive Creative Director
Rodrigo Leal Rodrigues, Matteo Maggiore, Giovanni Settesoldi, Rafael Augusto, Daniel Salles, Bruno Bomediano, Rondon Fernandes Leo Burnett Dubai Creatives
Nabil Mufarrij Leo Burnett Dubai Communication Servicing Director
Akshay Verma Leo Burnett Dubai Communication Manager
Karim Mroueh Leo Burnett Dubai Digital Account Manager
Tarek Zreik Leo Burnett Dubai Social Media Content Manager
Ghada Barake Leo Burnett Dubai Communication Executive
Shereen Mostafa Leo Burnett Dubai Head of TV Production
Judy Lamaa Leo Burnett Dubai Agency Producer
Mohannad Awameh Leo Burnett Dubai Assistant Editor
Hanzo Films Hanzo Films Production House
Hijaz Moosa Hanzo Executive Producer
Molly Peck GM CMO – GM MEO
Daniella D’Souza GM Head of Brand
Rola Daher GM Brand Advertising Manager
John Ekambi CARAT Digital Director
Julie Larguier CARAT Associate Media Director