AL SERKAL AVENUE Film, Ambient, Digital, Case study CONVERSATION,1 [video] by DDB Dubai

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CONVERSATION,1 [video]

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Industry Public awareness, Racial/Ethnic/Handicapped/Minority Awareness
Media Film, Ambient, Digital, Interactive & Mobile, Case study
Market United Arab Emirates
Agency DDB Dubai
Creative Director Kartik Aiyar, Zahir Mirza
Art Director Makarand Patil
Copywriter Katrina Petrenko
Designer Kapil Mayekar
Producer Dejavu Studioz
Photographer Jithesh Narayanan
Released February 2013

Awards

Dubai Lynx 2013
Outdoor STUNTS & LIVE ADVERTISING GOLD
Media FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS SILVER
Design ENVIRONMENTAL DESIGN BRONZE
Promo & Activation EVENT & FIELD MARKETING BRONZE
Integrated - BRONZE

Credits & Description

Advertiser: AL SERKAL AVENUE/ AL MANZIL SCHOOL
Agency: DDB DUBAI
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertising campaign: CONVERSATIONS
Production Manager: Ashish Varghese (DDB Dubai)
Photographer: Jithesh Narayanan (DDB Dubai)
Producer: Dejavu Studioz (Dejavu Studioz)
Head Of Planning: Lester Wilfred (DDB Dubai)
Art Director: Kapil Mayekar (DDB Dubai)
Designer: Kapil Mayekar (DDB Dubai)
Copywriter: Katrina Petrenko (DDB Dubai)
Sound Studio/Music: Mangojam (Mangojam)
Vice President - Planning: Weera Saad (DDB Dubai)
Copywriter: Zahir Mirza (DDB Dubai)
Creative Director: Makarand Patil (DDB Dubai)
Creative Director: Zahir Mirza (DDB Dubai)
Copywriter: Kartik Aiyar (DDB Dubai)
Creative Director: Kartik Aiyar (DDB Dubai)
Art Director: Makarand Patil (DDB Dubai)
Communications Director: Vilma Jurkute (Alserkal Avenue)
Strategy
Children with special needs find it difficult to communicate the way we do. But the children at Al Manzil school had expressed themselves through beautiful works of art. With every painting, the child was trying to say something in order to reach out to the world. Our task was to a) grant them an audience who could understand how these children think and feel, and b) boost their self-esteem by auctioning these precious works of art. Children with special needs live in a world that’s far removed from the one we live in. To bridge the gap, we created ‘CONVERSATIONS’- an exhibition that became a platform for the children to establish a dialogue with the world outside, while giving the world an opportunity to communicate back.
Execution
A simple device placed next to each painting allowed people to listen to what the child had to say and then record their response, thus completing the Conversation. The comment cards allowed people to leave personalized messages, while the facebook app enabled the Conversations to continue beyond the event. Event collaterals such as the invites, e-invites and catalogue became persuasive mediums. Messages across different media touch points such as online banners and ATM screen messages worked cohesively to drive traffic to the event. PR amplified the voice through a video of these children creating these paintings that was sent to influential bloggers and journalists. Articles in special interest and mainstream publications such as the Islamic Arts magazine, Art City, Art Dubai and Canvas, Gulf News, The National and City Times fuelled further interest. Dubai Media carried a feature on the school's long-term vision of blending the children into mainstream society.
Effectiveness
Over 3000 people finally attended the event, leading to widespread media coverage. And within just three hours, all the paintings were sold, raising over 225,000 dirhams. But the real reward went to the children who heard those invaluable words of encouragement. Conversations is now a permanent platform that will showcase the artistic talents of these children, making them feel EXCEPTIONAL rather than an exception. Although located in a remote area in Sharjah, the Al Manzil school no longer suffers from obscurity. Conversations has placed the school in the public eye, with support pouring in from corporates and other institutions.