38smiles - "Abandoned Lives"

MullenLowe MENA

MullenLowe MENA Dubai, United Arab Emirates

Awards

7428

This ad is part of the ACT Responsible Collection

Brand: 38smiles
Country: United Arab Emirates

Advertiser: 38smiles

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.
Title	Abandoned Lives
Agency	MullenLowe MENA
Campaign	Abandoned Lives
Advertiser	38smiles
Brand	38smiles
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Ambient
Length	141 seconds
Market	Subscribers Only
Executive Creative Director	M..k L...s Subscribers Only
Art Director	F...pe M....es Subscribers Only
Copywriter	A....to T...na Subscribers Only
Copywriter	R..s Ha....an Subscribers Only
Creative Group Head	S...n R..d Subscribers Only
Chief Executive Officer (CEO)	M...ir Ha.....he Subscribers Only
Production Company	..y F...s M...le E..t Subscribers Only

About MullenLowe MENA

Who We Are:
We believe positive dissatisfaction is the mother of reinvention. That’s why our icon is the octopus. It’s the only organism on the planet that routinely edits its own DNA to adapt, innovate, and thrive.It outsmarts the competition by constantly changing. It reinvents, repeats, reinvents, repeats.And so do we.
What We Do:
In today’s rapidly changing world, innovation hinges on a combination of agility and adaptability. And the key to success is for brands to recognise the opportunity and responsibility to innovate because brands who do grow faster. Our capabilities allow us to proactively challenge and evolve brands across paid, owned and earned expressions and experiences.
How We Do It:
For businesses to grow, the most valuable currency is not how consistent you are it’s how you innovate. We believe that the fuel for innovation is positive dissatisfaction. Dissatisfied with the way it’s always been, with handcuffs and limits and rules, with insights that aren’t insightful, and with creative that doesn’t make you feel. This philosophy unites our 55 markets and makes us the most effective agency network pound for pound for twelve years running.