2020/2021 Winners & Shortlists

THE WORLD’S TALLEST DONATION BOX

Bronze Lynx

Demo Film

Presentation Image

BrandTHE MOHAMMED BIN RASHID AL MAKTOUM GLOBAL INITIATIVES
Product/ServiceTHE MOHAMMED BIN RASHID AL MAKTOUM GLOBAL INITIATIVES
EntrantTHE MOHAMMED BIN RASHID AL MAKTOUM GLOBAL INITIATIVES Dubai, UNITED ARAB EMIRATES
CategoryInteractive Experiences
Idea Creation MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
Media Placement UNIVERSAL MEDIA Dubai, UNITED ARAB EMIRATES
PR MARKETTIERS4DC London, UNITED KINGDOM
Production THE CONFESSIONAL London, UNITED KINGDOM

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.

Credits

Name Company Role
Mounir Harfouche MullenLowe MENA FZ LLC Chief Executive Officer
Matthew Butterworth MullenLowe MENA FZ LLC Managing Director
Paul Banham MullenLowe MENA FZ LLC Regional Executive Creative Director
Prerna Mehra MullenLowe MENA FZ LLC Creative Director & Head of Design
Greg Brown MullenLowe MENA FZ LLC Copywriter
Zaheer Abbas MullenLowe MENA FZ LLC Art Director
Mohammed Jawad MullenLowe MENA FZ LLC Motion Graphic Designer
Mounir Mohammed MullenLowe MENA FZ LLC Creative Services Director
Rami Ghanem MullenLowe MENA FZ LLC Group Account Director
Amina El Ashry MullenLowe MENA FZ LLC Account Management
Khaled Al Shehhi The Mohammed bin Rashid Al Maktoum Global Initiatives Client
Latifa Almaarzooqi The Mohammed bin Rashid Al Maktoum Global Initiatives Client
Ghaya AlBannay The Mohammed bin Rashid Al Maktoum Global Initiatives Client
Sherouk Maher The Mohammed bin Rashid Al Maktoum Global Initiatives Client
Ahmed Sari The Mohammed bin Rashid Al Maktoum Global Initiatives Client
Harsh Ashtekar Calm Ray Production
Jon Joseph Calm Ray Production
Damien Courage The Confessional Production
Perry Cooper The Confessional Production
Jay Booth The Confessional Production
Links
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