UAE Government Media Office: Empty Plates

The UAE Government Media Office designed an exclusive number plate, An Empty Plate, to attract the ultra-elite to spend at an auction to generate fundraising over 30 days during Ramadan, contributing to efforts against world hunger.

Campaign details

Title: Empty PlatesBrand: UAE Government Media OfficeProduct: Ramadan InitiativeIdea: SAATCHI & SAATCHI MECountry: United Arab Emirates

Why is this work relevant for Creative Effectiveness?

This case is about the world's largest-ever humanitarian auction in terms of funds raised.

A number plates auction that raised $43.8 million – over just 2 days with 12 days of campaigning vs. the target of 30 days.

And this idea helped a foundation successfully donate one billion meals to those who were underprivileged during the month of Ramadan.

Please provide any cultural context that...

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