| Title | Abandoned Lives |
| Agency | MullenLowe MENA |
| Campaign | Abandoned Lives |
| Advertiser | 38smiles |
| Brand | 38smiles |
| Date of First Broadcast/Publication | 2016 / 2 |
| Business Sector | Animal Rights/Safety/Adoption |
| Story | 3,000 pets are abandoned every year in Dubai; unfortunately it’s not a visible problem that we see every day. 38smiles – a non-profit animal rescue group in Dubai, wanted to raise awareness of it. MullenLowe Mena found out that the number of pets abandoned is the same as abandoned cars, so to make this ‘invisible’ problem visible, the agency used motion sensor speakers in abandoned cars to create a disruptive moment to people in key locations to hit them with the message. The social experiment was filmed with hidden cameras and showcased online. |
| Media Type | Ambient |
| Length | |
| Market | United Arab Emirates |
| Executive Creative Director | Mark Lewis |
| Art Director | Felipe Menezes |
| Copywriter | Alberto Triana |
| Copywriter | Ross Hardiman |
| Creative Group Head | Simon Reid |
| Chief Executive Officer (CEO) | Mounir Harfouche |
| Production Company | Joy Films Middle East |
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