2020/2021 Winners & Shortlists

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

The World's Tallest Donation Box harnessed the power of modern technology and innovation to create a unique Outdoor ambient experience for donors and mere passersby, on the façade of the world's tallest building, the Burj Khalifa. Over the course of 7 days, the campaign's micro-sites pushed live updates to the Burj Khalifa's display servers in real-time, which lit the world's tallest building's lights in a gleaming display of hope and solidarity. As the donations poured in and the buildings 1.2 million pixels were slowly illuminated, a series of engaging motion graphics displays were also projected on the building, providing progress updates in addition to encouraging messages of hope and perseverance towards reaching the initiative's goal of 1.2 million meals provided.

Cultural / Context information for the jury

In the midst of the COVID-19 pandemic when millions were losing their jobs, those that needed our help most were forgotten and left to suffer. As charitable donations plummeted globally, the billions that would normally have been donated to the needy; had simply dried up and millions were unable to receive the support they required to live. In the UAE, those most affected by this backlash were the hundreds of thousands of low-wage workers, whose income is vital in putting food on the table. We answered an ordinary food donation brief from an NGO, where our challenge became to encourage donations at a time where charity had never been closer to home. The reality was that the world had stopped donating. We created a unique donation mechanic, unlike anything seen before, with an objective to capture people’s attention and, ultimately, turn a charitable cause into worldwide entertainment.

Tell the jury about the animated / interactive / dynamic component of the work.

The initiative utilised the Burj Khalifa's light display in a way never seen before. Over seven days, strategic digital and offline promotion drove doners to the initiative's microsite, which displayed the 1.2 million pixels for sale – each representing a light and a meal. Once donors had selected and purchased their lights, the site's back-end pushed updates to the Burj Khalifa's display servers in real-time, which lit the world's tallest building's lights in a gleaming display of hope and solidarity. In addition, various motion graphics displays were projected onto the Burj Khalifa, over the duration of the campaign, to provide progress updates and keep spectators engaged, while encouraging them to get involved and donate.