London International Awards
2022 Winners and Finalists
Bronze
Integration
Public Service/Social Responsibility
| Entrant: | Saatchi & Saatchi ME, Dubai |
| Brand: | UAE Government Media Office |
| Title: | "Empty Plates" |
| Corporate Name of Client: | UAE Government Media Office |
| Head of Global Brand Marketing: | Khaled AlShehhi |
| Client Social Community Manager: | Ghaya AlBannay |
| Client Social Media Manager: | Latifa AlMarzooqi |
| Agency: | Saatchi & Saatchi ME, Dubai |
| Agency Chief Executive Officer: | Bassel Kakish |
| Chief Creative Officer: | Sebastien Boutebel |
| Executive Creative Director: | Gautam Wadher |
| Creative Director - Copy: | Rita Harbie |
| Associate Creative Director: | Hagall Muniz |
| Agency Graphic Designer: | Namita Nair |
| Agency Motion Designer: | Lucas Fuse |
| Agency Content Manager: | Hadi Afif |
| Agency Managing Director: | Ramzi Sleiman |
| Agency Chief Strategy Officer: | Tahaab Rais |
| Agency Business Director: | Karim ElKari |
| Agency Account Team: | Hiam Baltaji |
| Chief Digital Officer: | Samer Shoueiry |
| Production Company: | Prodigious ME, Dubai |
| Production Managing Director: | Sami Saleh |
| Director: | Tahaab Rais |
| 1st AD: | Remy Haddad |
| Executive Producer: | Naji Bechara |
| Producer: | Roy Abou Rjeily |
| Director of Photography: | Aeyaz Hasn |
| Post-Production Company: | Optix ME, Dubai |
| Executive Post-Producer: | Nayla Chacra |
| Post-Producer: | Thalia Trad |
| Editor: | Omar Kibbe |
| Colorist: | Samir Kayal |
| Sound Design Company: | Vox Haus Music Production House, Sao Paolo |
| Sound Design Executive Producer: | Matheus de Moraes Gugelmim |
| Sound Design Producers: | Cássio Machado/Ícaro Guedes |
| Head of Sound: | Daniel Dalla Corte |
| Photographer: | Mario Haddad |
Description:
At a time when the U.N. was calling on support from governments to help relieve world hunger in a post-pandemic world, the UAE aimed to be a leader in the worldwide effort.
Idea: We used Dubai’s love for unique number plates to bring attention to the millions of empty plates that have long gone unnoticed.
First, we transformed typical number plate auctions and gave them a purpose, creating a VIP auction where all funds raised would go straight to hunger relief. Then, to attract the ultra-elite, we used the medium they value most.
Blank, empty number plates would be produced and placed on fleets of cars as they take over city streets and strategic locations.
Execution: 300 cars were sourced for free via strategic partnerships. We produced empty license plates and placed them on the fronts and backs of each of these cars. They then drove across UAE streets, with the public, and even the police, not aware of this initiative.
The peculiar sight fueled significant controversy on social media, with thousands speculating the intention behind the Empty Plates. Dozens of cars were towed by the police. As interest peaked, regional & international news revealed the purpose of the numberless license plates—that it aimed to spread awareness about the millions of empty plates that truly do matter.
The reveal was seeded to the UAE’s ultra-elite, inviting them to an exclusive number plate auction where even the Empty Plate, itself, would be sold for millions. Each dollar raised at the auction would fill 3 empty plates, putting the power of mass hunger relief in the hands of the privileged elite.
164 million meals donated Across 50 countries in need. $43.8M Total Raised at auction Largest-Ever Humanitarian Auction 15 Key regional players joined the cause
$4.7M in Earned Media 2 Billion People Reached