THE WORLD’S TALLEST DONATION BOX
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Client: Mohammed bin Rashid Al Maktoum Global Initiatives
Role: Conceptual Team / Senior Copywriter
Agency: MullenLowe MENA
The Brief:
We answered a government brief to create a campaign to support and promote an already existing food donation initiative, launched by the Mohammed bin Rashid Al Maktoum Global Initiatives to support those, in the UAE, most affected by COVID-19.
The Idea:
Putting all 1.2 million of the LED lights on the world’s tallest building up for sale, in a new and innovative way, to drive donations during such an uncertain time. ‘The World’s Tallest Donation Box,’enabled the public to purchase and illuminate physical lights on Burj Khalifa for as little as AED 10 (USD 3) each. Every light illuminated provided a meal to someone in need. Donors were able to select their pixels out of 1.2 million others displayed on the campaign’s microsite.
The Response:
The campaign was expected to reach its target within 1 month of launching. It took just 7 days before all 1.2 million lights were sold, thanks to the generous donations from people of 115 different nations in addition to many global brands. What started as a tall ask, quickly became a shining example of human generosity and kindness with USD 3.3 million raised in food aid and just over 1.2 million meals donated. The World’s Tallest Donation Box gained over 160 million video views and reached a staggering 4.6 billion people.
The campaign went on to win 10 Golds, 15 silvers, 6 bronzes, & 15 shortlists
CASE STUDY:
