| Titulo | 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 |
| Agência |
MullenLowe MENA
|
| Campanha |
The World’s Tallest Donation Box
|
| Anunciante |
Mohammed bin Rashid Al Maktoum Global Initiatives
|
| Marca |
Mohammed bin Rashid Al Maktoum Global Initiatives
|
| Posted | Janeiro 2021 |
| Sector Empresarial | Associações de informação e de luta contra doenças
|
| História | 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. |
| Tipo de Mídia |
Case Study
|
| Managing Diretor |
Matthew Butterworth
|
| Director executivo criativo |
Paul Banham
|
| Director de contas |
Rami Ghanem
|
| Redator |
Greg Brown
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| Account Manager |
Amina El Ashry
|
| Creative Services Director |
Mounir Mohammed
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| Director criativo |
Prerna Mehra
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| Director de arte |
Zaheer Abbas
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| Motion Graphic Designer |
Mohammed Jawad
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| UX Designer |
Damien Courage
|
|
Perry Cooper
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| Project Manager |
Jay Booth
|
| Media Company |
UM Media
|