Mohammed bin Rashid Al Maktoum Global Initiatives - "The World's Tallest Donation Box"

MullenLowe MENA

MullenLowe MENA Dubai, Vereinigte Arabische Emirate

Awards

2352

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Mohammed bin Rashid Al Maktoum Global Initiatives
Länder: Vereinigte Arabische Emirate

Werbende: Mohammed bin Rashid Al Maktoum Global Initiatives

Titel	The World's Tallest Donation Box
Brief	The idea was both simple and elegant. What if we could light up the smiles of those most affected by COVID-19 (those on low incomes, who’d lost their jobs and couldn’t afford to feed their families) by individually lighting up (and selling off) each of the 1.2 million lights that illuminate the façade of the Burj Khalifa?‘The World’s Tallest Donation Box’ achieved exactly this. We invited the public to purchase and illuminate all 1.2 million LEDs on the world’s tallest building for as little as AED 10 (USD 3) each. Donors were driven to the website that displayed the 1.2 million pixels for sale, each represented a light and a meal. The site’s back-end pushed updates to the Burj Khalifa’s display servers in real-time, which lit the building’s lights for the world to see.Tallestdonationbox.com
Agentur	MullenLowe MENA
Kampagne	The World’s Tallest Donation Box
Werbende	Mohammed bin Rashid Al Maktoum Global Initiatives
Marke	Mohammed bin Rashid Al Maktoum Global Initiatives
Posted	Januar 2021
Geschäftsbereich	Informations-/Hilfevereinigung über der Krankheit
Story	The World’s Tallest Donation Box was launched as part of the ‘10 Million Meals’ campaign, with aims to provide 1.2 million meals by illuminating a staggering 1.2 million lights on the façade of Burj Khalifa, in a dazzling display of the social solidarity and cohesion. The initiative enabled institutions, companies and the general public to purchase lights, for as little as AED 10 each, to provide vital food aid to those directly or indirectly affected by the COVID-19 outbreak across the country. The initiative shined a light of hope, manifested in bringing much-needed relief to communities hardest hit by the global crisis, therefore, fostering a sense of safety and stability. For every light purchased, a meal was provided for someone in need.
Medientyp	Case Study
Geschäftsführer	Matthew Butterworth
Executive Creative Director	Paul Banham
Etatdirektor	Rami Ghanem
Texter	Greg Brown
Kundenbetreuer	Amina El Ashry
Creative Services Director	Mounir Mohammed
Creative Director	Prerna Mehra
Art Director	Zaheer Abbas
Motion Graphic Designer	Mohammed Jawad
UX Designer	Damien Courage
	Perry Cooper
Projektmanager	Jay Booth
Media Company	UM Media