The One Show
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Category
Brand Partnerships
Annual ID
OS23_OH082M
About the Work
MSF saves lives in the most vulnerable places worldwide. Last year, the organisation provided 1,264,500 emergency room admissions, serving the needs of more than one million patients worldwide.
Unfortunately, this giant humanitarian organization has little visibility in the GCC – a region that can be a key contributor in terms of donations, and help expand the reach of MSF. To increase awareness about what MSF does as well as get people to contribute to the cause, a unique on-ground activation was carried out in IKEA.
In an age of instant information and endless scrolling, people are often left unmoved. Which is why we adopted a strategy not only to surprise but also engage. By a dramatic representation of a worldwide humanitarian issue, we made sure of the fact that people took notice.
We recreated a replica of a MSF field hospital room inside IKEA. Where people learnt heartbreaking truths about the obstacles to providing medical aid all around the world. An innovative as well as interactive customer journey in a typical IKEA brand design language.
This involved installations, manuals, stickers, and tags that highlighted precise amounts that shoppers could pay towards specific medical equipment. Payments could be made by simply scanning a QR code.
2023 Awards
Total Points: 3
Merit
Credits
Agency
DDB Dubai / Dubai
Client / Brand
Al Futtaim IKEA / Dubai
MSF UAE / Dubai
Production Company
The Farm / Dubai
Media Distribution Company
PHD Media / Dubai
Art Director
Glauber Dorotheu
Firas Medrows
Jorge Paniagua
Copywriter
Maya Sfeir
Micky Kalita
Zahra Mirza
Designer
Aneesh Kumaran
Director of Photography
Dalia Fadel
Editor
Mohamad Ahtisham
Executive Creative Director
Firas Medrows
Illustrator
Glauber Dorotheu
Photo Editor
Sanu Raju
Photographer
Firas Medrows
Producer
Ashwin Menon
Yasmin Shaikh
Account Executive
Nourhan Moustafa
Associate Creative Director
Ahmed Ahmed
Glauber Dorotheu
Maya Sfeir
Business Director
Amr Hilmy
Communications Manager
Rasha Ahmed
Digital artist
Dolly John
Rahul Radhakrishnan
Executive Business Director
Roxane Magbanua
Executive Investments
Dana Saad
Executive Planning
Maya Idriss
Finalizer
Sajeesh Narayan
General Manager Marketing Communication, HF & Interior Design
Carla Klumpenaar
Global Marketing & Communications Coordinator, DDB Worldwide:
Aly Curran
Group Account Director
Sara Ezzeddine
Head Of Production
Ashish Varghese
Interior Design Group Leader
Lobna Eissa
Partnership Development Manager
Aida Saifi
Partnership Development Officer
Yumna Nasrallah
Partnerships Development Manager
Angelly Cabrera
Print Production Manager
Wissam Moubarak
Regional Communication Manager
Salama Ahmed
Regional Creative Director
Firas Medrows
Regional Sustainability Manager
Pooja Dhingra
Senior Executive Planning
Atieh Malkawi
Senior Manager Investments
Ihab Halawy
Sr. Director of Marketing & Communications, DDB Worldwide
Regina Chung Loy
Studio Manager
Carine Habib
Translation Officer
Basheer AlHajji
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