Mohammed bin Rashid Al Maktoum Global Initiatives - "The World's Tallest Donation Box"

MullenLowe MENA

MullenLowe MENA Dubai, United Arab Emirates

Awards

2912

This ad is part of the ACT Responsible Collection

Brand: Mohammed bin Rashid Al Maktoum Global Initiatives
Country: United Arab Emirates

Advertiser: Mohammed bin Rashid Al Maktoum Global Initiatives

Title	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
Agency	MullenLowe MENA
Campaign	The World’s Tallest Donation Box
Advertiser	Mohammed bin Rashid Al Maktoum Global Initiatives
Brand	Mohammed bin Rashid Al Maktoum Global Initiatives
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Posted	January 2021
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