In May, the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), a non-profit governmental organisation which combines under its umbrella over 30 humanitarian and developmental initiatives and entities established by His Highness Sheikh Mohammed bin Rashid Al Maktoum, launched The World’s Tallest Donation Box in collaboration with MullenLowe MENA. This first-of-its-kind creative initiative put the Burj Khalifa’s 1.2 million lights up for sale to raise funds and provide meals for hard-hit communities in the wake of the COVID-19 pandemic.
We answered an ordinary food donation brief, where our challenge became to encourage donations at a time where charity had never been closer to home. The reality was that the world had stopped donating. We created a unique donation mechanic, with an objective to capture people’s attention and, ultimately, turn a charitable cause into worldwide entertainment.
The idea was both simple and elegant. What if we could light up the smiles of those most affected by COVID-19 (those on low incomes, who’d lost their jobs and couldn’t afford to feed their families) by individually lighting up (and selling off) each of the 1.2 million lights that illuminate the façade of the Burj Khalifa?
‘The World’s Tallest Donation Box’ achieved exactly this. We invited the public to purchase and illuminate all 1.2 million LEDs on the world’s tallest building for as little as AED 10 (USD 3) each. Donors were driven to the website that displayed the 1.2 million pixels for sale, each represented a light and a meal. The site’s back-end pushed updates to the Burj Khalifa’s display servers in real-time, which lit the building’s lights for the world to see. By illuminating all1.2 million lights, the initiative aimed to bring hope into lives of 1.2 million people, unsure of where their next meal was coming from. In addition, the website also displayed thousands of messages of solidarity and hope from people across the globe, in support of the inspiring initiative.
The campaign was expected to reach its target within one month of launching. It took just seven days before all 1.2 million lights were sold, thanks to the generous donations from people of 115 nations in addition to many global brands including Amazon, McDonalds, Unilever, Atlantis Resorts, VISA, Masafi, MAK Holding, West Zone, Tristar Group, Chalhoub Group and Bin Sougat Group. What started as a tall ask, quickly became a shining example of human generosity and kindness with USD 3.3 million raised in food aid and just over 1.2 million meals donated. The World’s Tallest Donation Box was covered over 550 times by news outlets, worldwide, and reached a staggering 4.6 billion people.
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