Dubai Cares- Thermal Mug
Ambient
Ambient
Description of the brief/objective of the direct campaign.
More than 72,000,000 children around the world are without basic education. Dubai Cares is a charity
dedicated to children’s education worldwide. The brief was simple: Create awareness and raise funds.
Description of the creative solution to the brief/objective with reference to the projected response rates
and desired outcome.
We created heat-sensitive coffee/tea mugs, handed them out in coffee shops and sent to donors to
highlight the effects of donating in an engaging way. When hot liquid is poured into the mugs, the image
transforms from a girl carrying a bucket of water into a girl carrying school books (see video).
And the words ‘Your contribution makes a difference’ appear on the mug.
The outcome of donating is seen immediately. Donation boxes were placed near-by to allow people to contribute.
Explanation of why the creative execution was relevant to the product or service.
Experience first hand the change of behavior and the immediate results once the donation is done
Description of the results
This simple, yet effective idea soon became the topic of conversation. People interacted playfully with
the mug, and because of this, we raised awareness for Dubai Cares and increased donations.
More than 72,000,000 children around the world are without basic education. Dubai Cares is a charity
dedicated to children’s education worldwide. The brief was simple: Create awareness and raise funds.
Description of the creative solution to the brief/objective with reference to the projected response rates
and desired outcome.
We created heat-sensitive coffee/tea mugs, handed them out in coffee shops and sent to donors to
highlight the effects of donating in an engaging way. When hot liquid is poured into the mugs, the image
transforms from a girl carrying a bucket of water into a girl carrying school books (see video).
And the words ‘Your contribution makes a difference’ appear on the mug.
The outcome of donating is seen immediately. Donation boxes were placed near-by to allow people to contribute.
Explanation of why the creative execution was relevant to the product or service.
Experience first hand the change of behavior and the immediate results once the donation is done
Description of the results
This simple, yet effective idea soon became the topic of conversation. People interacted playfully with
the mug, and because of this, we raised awareness for Dubai Cares and increased donations.
