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The World’s Tallest Donation Box
Agency MullenLowe MENA FZ LLC / Dubai + The Mohammed bin Rashid Al Maktoum Global Initiatives / Dubai
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Category
Current Event Response
Annual ID
OS_PR21_078M
About the Work
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 be provided for someone in need; because it only takes a little to light up someone’s day.
2021 Awards
Total Points: 3
Merit
Credits
Agency
MullenLowe MENA FZ LLC / Dubai
Client / Brand
The Mohammed bin Rashid Al Maktoum Global Initiatives / Dubai
Art Director
Zaheer Abbas
Ahmed Sari
Creative Director
Prerna Mehra
Executive Creative Director
Paul Banham
Motion Designer
Perry Cooper
Social Media Manager
Latifa Al Marzooqi
User Experience Designer
Damien Courage
Writer
Greg Brown
Sherouk Maher
Motion Graphic Designer
Mohammed Jawad
Account Manager
Amina El Ashry
Chief Executive Officer
Mounir Harfouche
Client Director
Jon Joseph
Creative Services Director
Mounir Mohammed
Executive Director Marketing & Communications
Khaled AlShehhi
Group Account Director
Rami Ghanem
Managing Director
Matthew Butterworth
Project Manager
Jay Booth
Social Media Executive
Ghaya AlBannay
Technical Lead
Harsh Ashtekar
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