2022 Winners & Shortlists

Summary of the work

The World's Tallest Donation Box was a multi-faceted and highly-innovative digital campaign that leveraged the power of modern technology, cross-channel marketing techniques and a unique online donation mechanic to provide 1.2 million meals to those most affected during the global pandemic, while utilising the Burj Khalifa's light display in a way never seen before. Over seven days, strategic digital and offline promotion, including the use of social media, influencer marketing, TV and radio, drove doners to the initiative's specially-developed microsite, which displayed the 1.2 million pixels for sale as individual pixels – 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. By illuminating all1.2 million lights, the initiative aimed to bring hope into lives of 1.2 million people, unsure of where their next meal was coming from. In addition, the website also displayed thousands of messages of solidarity and hope from people across the globe, in support of the inspiring initiative.