| Brand | MASTERCARD |
| Product/Service | MASTERCARD SPONSORSHIP |
| Entrant | FP7 McCANN Dubai, UNITED ARAB EMIRATES |
| Category | Not-for-profit / Charity / Government |
|
Idea Creation
|
FP7 McCANN Dubai, UNITED ARAB EMIRATES
|
|
Media Placement
|
CARAT Dubai, UNITED ARAB EMIRATES
|
|
Production
|
ARTBOX Amsterdam, THE NETHERLANDS
|
Cultural / Context information for the jury
Learning to play music is reserved for the privileged with less than 20% of children in the UAE able to take music lessons.
Music tuition has two benefits:
1) It is proven to be beneficial to children on psychological and physical levels, with recent studies even showing that music tuition is as important as the study
of Mathematics and Sciences.
2) The only way to preserve classical music is to spread the love of classical music. And the only way to spread the love, is to spread the learning (or tuition).
Credits
| Fouad Abdel Malak |
FP7McCann |
Creative Lead |
| Oliver Robinson |
FP7McCann |
Creative Lead |
| Paulo Engler |
FP7McCann |
Creation |
| Nerine Gardiner |
FP7McCann |
Creation |
| Daniel Osorio |
FP7McCann |
Creation |
| Eduardo Cesar Guimaraes |
FP7McCann |
Creation |
| Adrian Borda |
Adrian Borda Photography |
Photographer |
| Tarek Ali Ahmed |
FP7McCann |
Account Management |
| Ranin Zbib |
FP7McCann, Dubai |
Account Management |
| Razan Jalloul |
FP7McCann, Dubai |
Account Management |
| Mario Morby |
FP7 McCann Dubai |
Head of Planning |
| Fernanda Machado |
Freelance |
Creation |