Emirates Red Crescent

An emotional advertising campaign was designed and built to promote Red Crescent initiatives and to showcase the successful projects delivered to the people in need across the regions reached by Red Crescent.

We have designed a campaign that was built to encourage our target audience to donate money to Red Crescent projects to be developed and help more people. Our creative team prepared a photoshoot and reached into the Syrian refugee camp in Jordan to film a TVC.

To showcase the refugee camp, we as a Film Production Company in Dubai, took a film crew to the camp and produced a short movie, with Hussein Jassmi singing Nehna Hena (we are here), a song created especially for the film. We showed this movie at a gala dinner attended by most of the UAE Royals in Abu Dhabi and out of this film, we produced a 30-second TVC to support the campaign.

The campaign was built and developed by leveraging the media outlets of UAE to increase the fundraising during the periods of Ramadan, Eid, and end of year celebrations.

As the media buying agency in Dubai, we made sure that the campaign drove positive results across all KPIs that led to an exponential increase in the collection of funds, exceeding all targets.

SCOPE: concept creation & creative development | TVC production | on-ground activation | media planning & buying

AED 220M

donations
generated

9 MONTH

campaign

500+

donation kiosks & tents across the UAE

Hussain
al Jassmi

composed a song for the Syrian Refugee Camp