Save the Children / UAE / 2021Design & Packaging · OOH
The Last Possessions.
Save the Children told the Syrian refugee crisis through the last object each child carried when they fled, from a pocket mirror to a fidget spinner to a flute.
- Brand
- Save the Children
- Agency
- VMLY&R Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2021
The challenge
Years into the Syrian crisis, compassion fatigue had set in and donations were hard to win.
The idea
VMLY&R Dubai and Amman photographed 25 possessions and wrote each one up as a haiku about the escape, the people left behind and hope. The objects were put up for 'auction', but bidders were asked to donate instead so the children could keep them. The book ran as an e-book, in print and outdoor.
Results
- According to the Ads of the World case write-up, the e-book was downloaded in 46 countries and donations rose 27%.
Case study source: Ads of the World Source ↗
Awards
- Cannes Lions 2021Design – B02 PROMOTIONAL PRINTED MEDIABronze
Credits
- Creative agency
- VMLY&R Dubai
- Creative agency
- VMLY&R Amman
- Chief Creative Officer and Designer, VMLY&R
- Kalpesh Patankar
- Creative Director, VMLY&R
- Emad Khayyat
- Art Director, VMLY&R
- Ivan Bormaister
- Art Director, VMLY&R
- Kapil Bhimekar
- Copywriter, VMLY&R
- Dhruv Warrior
- Copywriter, VMLY&R
- Kartik Rajan
- Copywriter, VMLY&R
- Sambhav Khandelwal
- Managing Director, VMLY&R
- Ivan Milovanovic
- Producer, VMLY&R
- Jumana Saadeh
- Producer, VMLY&R
- Shubha Bharill
- Editor
- Prathyush Kumar
- Arabic Copywriter
- Harvey George
- Photographer
- Husam Abu Salha
