38smiles: Abandoned Lives

February 26, 2016Filed under Media, Outdoor, Direct Marketing, Public Interest, NGO and Education
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3,000 pets are abandoned every year in Dubai; unfortunately it’s not a visible problem that we see every day. 38smiles – a non-profit animal rescue group in Dubai, wanted to raise awareness of it. MullenLowe Mena found out that the number of pets abandoned is the same as abandoned cars, so to make this ‘invisible’ problem visible, the agency used motion sensor speakers in abandoned cars to create a disruptive moment to people in key locations to hit them with the message. The social experiment was filmed with hidden cameras and showcased online.

Advertising Agency:MullenLowe Mena, Dubai, United Arab Emirates
Ceo:Mounir Harfouche
Executive Creative Director:Mark Lewis
Art Director:Felipe Menezes
Copywriter:Alberto Triana, Ross Hardiman
Production House:Joy Films, Dubai, Uae
Director:Damiano Fieramosca
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