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 UAR found out that the number of pets abandoned is the same as abandoned cars, so to make this 'invisible' problem visible, we 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 released it online.
Media: Experiential
Category: Charities & appeals
Client: 38smiles
Agency: Mullenlowe MENA
Production: Joy Films Middle East
Country: 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: Mounir Harfouche