DONATION BOX by Leo Burnett Dubai for DUBAI CARES

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DONATION BOX

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United Arab Emirates
Agency Leo Burnett Dubai
Associate Creative Director Tushar Mahajan
Executive Creative Director Malek Ghorayeb
Creative Director Munah Zahr
Copywriter Chermine Assadian- Nabil Rashid- Zaid Alwan- Simon Raffaghello
Photographer Tejal Patni
Account Supervisor Kamal Dimachkie
Released February 2011

Awards

Caples Awards 2011
Other Media Ambient/Guerrilla marketing Finalist

Credits & Description

Category: Public Spaces
Advertiser: DUBAI CARES
Product/Service: CHARITY
Agency: LEO BURNETT DUBAI
Date of First Appearance: Feb 10 2011
Entrant Company: LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Executive Creative Director: Malek Ghorayeb (Leo Burnett)
Creative Director: Munah Zahr (Leo Burnett)
Associate Creative Director: Tushar Mahajan (Leo Burnett)
Copywriter: Simon Raffaghello (Leo Burnett)
Photographer: Tejal Patni (ARP Studio)
Account Supervisor: Kamal Dimachkie (Leo Burnett)
Retoucher: Anil Paleykar
Media placement: Donation Boxes - Dubai malls, coffee shops - 10 February 2011
Describe the brief from the client
More than 72,000,000 children around the world go without a basic education. Dubai Cares is a charity dedicated to children's education worldwide. The brief: create awareness and raise funds.
Describe the challenges and key objectives
Our objective was to raise maximum awareness and funds in the most cost effective way possible. The challenge was competition in the UAE's charity sector - to make our donation box more attractive, interactive and more rewarding than all the others, especially in malls.
Describe how you arrived at the final design
Our design was based on interaction. Our donation box has motion sensors, which highlight the rewards of donating immediately - as soon as one puts money in the slot. One of the boxes, for example, shows a life-sized image of a little girl carrying a bucket of water over her head. As soon as you put money inside the donation box slot, the image of the bucket rotates and gets replaced by the image of books, activated by the motion sensor inside the box.
Give some indication of how successful the outcome was in the market
The design highlighted the 'difference' the act of donating made, instantaneously. Word of mouth played an important role on donations made. Because people were pleasantly surprised by the outcome of donating, most of the people who donated did so more than once, and also helped in spreading the word, resulting in these donation boxes being an instant hit.