This is the first year in which this award category has been introduced and the team faced stiff competition from other major agencies including OMD, Mindshare and Starcom.
The Initiative team, consisting of Namitha Utham, Tala Amhaz and Samira Ebrahim, were given 9 hours to develop a communications campaign for ‘Right to Play’, an international children’s charity participating in the Tour de France.
To answer the challenge, the Initiative team devised a campaign involving a virtual cyclist named ‘Bill’ who would cycle further with every dollar donated to ‘Right to Play’. The call to action for the public was to help Bill cycle around the world in 22 days.
Initiative promoted Bill’s plight through LED/LCD screens strategically placed along the route, and a variety of creative outdoor, television and online media advertisements. The campaign was given an added dimension with a community based initiative, fueled by strategic tie ups with children’s television and social networking channels.
Says Tala Amhaz, Growth and Development Manager, Initiative:
“This was an excellent opportunity to show our ability to operate under pressure and to be judged according to international standards. This challenge took us from our comfort zones and from the luxury of the time and the support which we would normally receive. We are proud to be Dubai’s first ever Young Creatives in Media.”
Tuesday, March 24- 2009 @ 13:50 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.