THE WORLD’S TALLEST DONATION BOX
Brand | THE MOHAMMED BIN RASHID AL MAKTOUM GLOBAL INITIATIVES |
Product/Service | THE MOHAMMED BIN RASHID AL MAKTOUM GLOBAL INITIATIVES |
Entrant | MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES |
Category | Creative Effectiveness for Good |
Idea Creation
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MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
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PR
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MARKETTIERS London, UNITED KINGDOM
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Post Production
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THE CONFESSIONAL London, UNITED KINGDOM
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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.
Credits
Mounir Harfouche |
MullenLowe MENA FZ LLC |
Chief Executive Officer |
Matthew Butterworth |
MullenLowe MENA FZ LLC |
Managing Director |
Paul Banham |
MullenLowe MENA FZ LLC |
Executive Creative Director |
Khaled AlShehhi |
Mohammed bin Rashid Al Maktoum Global Initiatives |
Executive Director of Marketing and Communication - Client |
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 Mohamad |
MullenLowe MENA FZ LLC |
Creative Services Director |
Rami Ghanem |
MullenLowe MENA FZ LLC |
Group Account Director |
Amina El Ashry |
MullenLowe MENA FZ LLC |
Account Manager |
Latifa Almaarzooqi |
Mohammed bin Rashid Al Maktoum Global Initiatives |
Social Media Manager |
Ghaya AlBannay |
Mohammed bin Rashid Al Maktoum Global Initiatives |
Social Media Executive |
Sherouk Maher |
Mohammed bin Rashid Al Maktoum Global Initiatives |
Brand Representative |
Ahmed Sari |
Mohammed bin Rashid Al Maktoum Global Initiatives |
Brand Representative |
Harsh Ashtekar |
Calm Ray |
Technical Lead |
Jon Joseph |
Calm Ray |
Client Director |
Damien Courage |
The Confessional |
UX Designer |
Perry Cooper |
The Confessional |
Motion Designer |
Jay Booth |
The Confessional |
Project Manager |