Save our friends

Every year, in Dubai the number of pets abandoned is the same as abandoned cars. In order to raise awareness of this, 38.miles, a non-profit animal association, asked MullenLowe Mena to transform this...

Every year, in Dubai the number of pets abandoned is the same as abandoned cars. In order to raise awareness of this, 38.miles, a non-profit animal association, asked MullenLowe Mena to transform this “invisible” problem in a visible one. To increase awareness and have a real impact on people, the agency used motion sensor speakers in abandoned cars. As soon as people approaches abandoned cars, the shouts of the pets started. This was filmed with hidden cameras and showcased online.