Christmas Wildfire
Mall of the Emirates
Issue 62 | March 2022
Agency
MullenLowe MENA
Creative Team
Executive Creative Director: Paul Banham Creative Director: Eduardo Castello Branco Art Director: Caio Gandolfi Copywriter: Rodrigo Rocha Art Director: Fabio Koriyama Video Editor, Motion Graphics: Marcio Rodrigues
Production Team
Music Production: Punch Audio Build, Content Production: Power Interactive
Date
December 2021
Background
Wildfires are more destructive than ever. And in 20 years, scientists predict they’ll be six times larger. The Middle East is a region known for its fuel-based economy and almost inexistent sustainable culture. So, how could they get people to care about climate change and wildfires when it’s not really part of the agenda?
Idea
By burning the one tree no can ignore: the Christmas Tree. During their traditional lighting of the tree, Mall of the Emirates stunned mall visitors with a digital carbon-neutral tree, which lit beautifully and, all of a sudden, burnt to ashes. Using a fully immersive experience, people were shocked and invited to pledge to reduce their impact on the environment. For every pledge made, the Mall planted a tree on participants’ behalf, making a real difference to the planet.
Results
• 2.2M views on-site and online • 120M impressions • $1.8M earned media • “Wildfire” Google searches increased 27% during the period of the campaign