Dubai-based creative agency Spark*, part of the Publicity Network, is celebrating a major win for the creative campaign it is currently undertaking for Dubai’s Community Development Authority (CDA). On June 20, the agency scooped first place in the Advertising Community Together (ACT) Responsible Expo 2014, which falls under the Cannes Lions International Festival of Creativity.
“The protection of children is an extremely important initiative of the CDA in Dubai, and the support we have received from Spark* in launching the Child Protection Center has been fundamental in raising the awareness of child protection throughout Dubai ,” says His Excellency Khaled Al Kamda, director general of the Community Development Authority. The new Child Protection Center campaign supports the CDA’s overall aim to make Dubai the most secure environment for children to live in.
In March 2014, ACT Responsible invited Spark* to share the CDA campaign, which was then shortlisted for the Tributes Awards at the Palais des Festivals in Cannes. Visitors to the exhibition, as well as the general public viewing the entries online, were asked to vote for their favorite campaigns under the four themes of “Human Rights”, “Solidarity”, “Education” and “Planet”. Spark’s campaign topped the poll for entries under Human Rights category, securing the majority of 10,000 votes.
“To say that we were thrilled to have received the highest number of votes from the public for our important campaign for the CDA’s Child Protection Campaign is an understatement,” says Ahmad Itani, chief operating officer of the Publicity Network.
Yayati Godbole, creative director at Spark* sheds more light on the campaign in this video.
Out of the 1,012 campaigns that have been logged in the ACT Responsible database since June 2013, 500 were shortlisted to be part of the Cannes exhibition. A total of 121 initiatives were finally showcased: 18 in the Planet category, 36 in Education, 40 in Solidarity and 27 in Human Rights, among which was Spark*’s “Paper Child” campaign that includes a cinema commercial, press ads, radio, outdoor and activations. The ACT Responsible Expo 2014 gathered 91 participating agencies from 34 countries, including France, Brazil, UK, the UAE, Philippines and South Africa.