UAE Government Media Office: Empty plates

UAE Government Media Office, a government body, raised awareness of, and funds to tackle, world hunger by launching the world's largest humanitarian auction.

Campaign Summary

The UAE loves unique number plates on cars.

The elite spend millions on them every year and the wider UAE population generates content around them on social media every day.

We used the plates that millions do notice, for awareness around the millions of plates that many do not notice.

We created the most distinctive plates yet: Empty Plates. This new medium served as a driving force of awareness for the plates that truly matter.

Fleets of cars with empty license plates took over Dubai streets. The entire nation noticed, with thousands speculating the plate's purpose.

National news...

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