The One Show
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Empty Plates
Agency Saatchi & Saatchi MEA / Dubai + Prodigious Middle East / Dubai + Optix Middle East / Dubai + Vox Haus / Petrópolis
Category
Single Region or Market / Non-Profit / Charity
Annual ID
OS23_CE029M
About the Work
CONTEXT:
Starvation became the largest humanitarian crisis, with global hunger reaching peak levels in the post-pandemic world. The World Food Programme reported that $30 billion was needed annually to end world hunger by 2030. And the UN called for government support to address this issue.
The UAE responded through the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), which was established to tackle humanitarian and developmental issues, including world hunger.
During Ramadan, MBRGI launched the "One Billion Meals" campaign in 2022 to donate 1 billion meals to feed the hungry.
The UAE Government was seeking support to drive fundraising for this noble cause.
We needed to help contribute fundraising to MBRGI’s One Billion Meals campaign, where 1Billion AED would be needed to feed people around the world.
IDEA:
To create mass awareness for the millions of empty plates that have long gone unnoticed, we capitalized on Dubai’s love for unique number plates.
We knew that single digit number plates are worth millions of dollars and people generate content around them in Dubai every day.
So, we set out to create most the unique number plates yet: The Empty Plates.
The Empty Plates would drive awareness for the plates that truly do matter.
During Ramadan, over 7 days, we released 300 cars on the streets of the UAE with a unique number plate – one that was empty.
With the public and even the police not knowing about them, the plates attracted eyeballs, generated speculation & controversy, got police to tow them away, and earned nation-wide conversations.
Once enough curiosity was peaked, we worked with the media to reveal the real reason - fighting world hunger - attracting international attention.
Cross-channel content targeted ultra-high-net-worth individuals, via online profiling and direct marketing, inviting them to attend the auction where the unique empty plate and other unique plates would be sold, with ALL funds going to fight world hunger.
IMPACT:
World’s largest-ever humanitarian auction in terms of funds raised.
2 Billion people reached.
$43.8 Million total raised from all number plates in only 2 days.
$2 Million raised from Empty Number plate.
AND
164 million meals donated to across 50 countries in need.
Starvation became the largest humanitarian crisis, with global hunger reaching peak levels in the post-pandemic world. The World Food Programme reported that $30 billion was needed annually to end world hunger by 2030. And the UN called for government support to address this issue.
The UAE responded through the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), which was established to tackle humanitarian and developmental issues, including world hunger.
During Ramadan, MBRGI launched the "One Billion Meals" campaign in 2022 to donate 1 billion meals to feed the hungry.
The UAE Government was seeking support to drive fundraising for this noble cause.
We needed to help contribute fundraising to MBRGI’s One Billion Meals campaign, where 1Billion AED would be needed to feed people around the world.
IDEA:
To create mass awareness for the millions of empty plates that have long gone unnoticed, we capitalized on Dubai’s love for unique number plates.
We knew that single digit number plates are worth millions of dollars and people generate content around them in Dubai every day.
So, we set out to create most the unique number plates yet: The Empty Plates.
The Empty Plates would drive awareness for the plates that truly do matter.
During Ramadan, over 7 days, we released 300 cars on the streets of the UAE with a unique number plate – one that was empty.
With the public and even the police not knowing about them, the plates attracted eyeballs, generated speculation & controversy, got police to tow them away, and earned nation-wide conversations.
Once enough curiosity was peaked, we worked with the media to reveal the real reason - fighting world hunger - attracting international attention.
Cross-channel content targeted ultra-high-net-worth individuals, via online profiling and direct marketing, inviting them to attend the auction where the unique empty plate and other unique plates would be sold, with ALL funds going to fight world hunger.
IMPACT:
World’s largest-ever humanitarian auction in terms of funds raised.
2 Billion people reached.
$43.8 Million total raised from all number plates in only 2 days.
$2 Million raised from Empty Number plate.
AND
164 million meals donated to across 50 countries in need.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Saatchi & Saatchi MEA / Dubai
Production Company
Prodigious Middle East / Dubai
Music / Sound Production Company
Vox Haus / Petrópolis
Post Production Company
Optix Middle East / Dubai
Art Director
Namita Nair
Chief Creative Officer
Sebastien Boutebel
Chief Digital Officer
Samer Shoueiry
Creative Director
Rita Harbie
Director of Photography
Aeyaz Hasn
Editor
Omar Khaled
Executive Creative Director
Gautam Wadher
Executive Producer
Naji Bechara
Motion Designer
Lucas Fuse
Photographer
Mario Haddad
Producer
Roy Abou Rjeily
Sound Designer
Cassio Machado
Icaro Guedes
Associate Creative Director
Hagall Muniz
Chief Executive Officer
Sami Saleh
Project Manager
Matheus De Moraes Gugelmim
Senior Designer
Joao Xavier
Animation Artist
Priyanka Bhatheja
assistant director
Remy Haddad
Associate Business Director
Hiam Baltaji
Business Director
Karim ElKari
Content Manager
Hadi Afif
Creative Services Manager
Cynthia Sarkis
Executive Director - Marketing & Communications
Khaled ElShehhi
Film director
Tahaab Rais
Group Chief Executive Officer
Bassel Kakish
Group Chief Strategy Officer
Tahaab Rais
Head of Agency
Ramzi Sleiman
MUSIC COMPOSER
Daniel Dalla Corte
Jordiel Biniek
Online Artist
Ahmed Zeeny
Post Production Operation Lead
Nayla Chacra
Production Operation Lead
Myriam Abi Wardeh
Senior Motion Designer
Rita Mechedjian
Senior Post Producer
Megan Markel
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