The Global Cinema Ad draws attention to the potential lost every time a child dies of hunger.
Ad invites the public to connect and learn more about hunger through an in-cinema Facebook Messenger integration, and take action to help end hunger through the WFP’s ShareTheMeal app.
Motivate Val Morgan is proud to support yet another Global Cinema campaign – ‘Feed Our Future’, by SAWA (Global Cinema Advertising Association). The powerful new advertising campaign is aimed at stirring global cinema audiences into action to tackle global hunger by supporting the United Nations World Food Programme (WFP), the world’s leading humanitarian organization fighting hunger worldwide.
The ad started screening across 14 Motivate Val Morgan serviced VOX Cinemas locations in the UAE on Thursday 20th September 2018, and will run for a period of 11 weeks.
‘Feed Our Future’ is a new global cinema campaign designed to engage and motivate people to participate in creating a world with Zero Hunger.
The campaign features a 60-second dramatic spot and is airing on cinema screens in over 25 countries.
This disruptive short film is designed to make people consider the potential lost every time a child dies of hunger.
Supported by SAWA, the global trade organization for cinema advertising, and the United Nations World Food Programme, the spot will encourage audiences to download ShareTheMeal – the world’s first mobile app against global hunger.
The cinema advertisement was conceived by advertising legend Sir John Hegarty and The Garage Soho. It was directed by acclaimed film director Lynne Ramsay and produced by award-winning production company Somesuch & Co.
“The creative challenge here is to find a way of engaging the audience without resorting to endless images of starving children. Creating empathy by reminding the viewer that when a child dies, we all lose,” said Sir John Hegarty.
Following the ad, the audience is urged to take part in creating a world with Zero Hunger by downloading ShareTheMeal, the world’s first app against global hunger. To further connect audiences with the advertisement, a unique Facebook Messenger integration with the ad will enable viewers to engage with the character of Miriam Adeke to learn more about her story and the issue of hunger by searching for ‘ShareTheMeal’ on Facebook Messenger. At a time when 821 million people – roughly one in nine of the global population – still go to bed on an empty stomach, this new digital integration will bring the offline, online by connecting viewers with the cinema advertisement and the issue in a brand-new way.
“Hunger is a major global issue. It is therefore fitting that the Cinema medium, with its global reach, should be proactive in driving awareness for the World Food Programme. Millennials who are educated, socially aware and a hard to reach demographic, make up a large part of the Cinema audience and these are the people that can and will facilitate change. Since 2015, the Cinema Medium has stepped up to support the Sustainable Development Goals and we are committed in 2018 and beyond to make the World Food Programme famous by using the power and impact of the Cinema Medium. SAWA encourages other mediums to do likewise,” says Cheryl Wannell, CEO of SAWA.
“Three million children die every year of hunger or malnutrition,” said Corinne Woods, Director of Communications, Marketing and Advocacy of the United Nations World Food Programme. “When partners step up like SAWA and their members have, it helps us create a movement and generate support for our work to ensure that every child has the vital food and nutrition they need to not only survive, but thrive.”
“As a longstanding member of SAWA and the leading cinema advertising company in the UAE, we are excited to support such a noble cause and believe this campaign will resonate with cinemagoing audiences,” says Avinash Udeshi, COO of Motivate Val Morgan.
For more information about the ‘Feed Our Future’ advertisement and campaign, and to learn how to get involved in creating a world with Zero Hunger, please visit: www.wfp.org/sharethemeal and https://ocelot-crimson-3jeh.squarespace.com/
Sources: SAWA, “Feed Our Future’ and WFP
As the official representatives of the Cannes Lions International Festival of Creativity in the UAE, Motivate and Motivate Val Morgan recently concluded the distribution of Lions won by 5 creative agencies based in the UAE at this year’s Cannes Lions Festival – which took place in June 2018 in Cannes, France.
Creative heads and their respective teams from this year’s winning agencies gathered at Motivate Offices in Dubai Media City for an evening of networking over refreshments, followed by the Awards distribution, where they received their respective Lions from Ian Fairservice – Managing Partner and Group Editor in Chief at Motivate, and Avinash Udeshi – Chief Operating Officer at Motivate Val Morgan.
This year, the UAE won a total of 12 Lions – 3 Gold, 2 Silver and 7 Bronze Lions.
We at Motivate and Motivate Val Morgan warmly congratulate all winning agencies and look forward to more UAE wins at next year’s Cannes Lions International Festival of Creativity.
Motivate Val Morgan – in partnership with VOX Cinemas, hosted a ‘Private Screening’ of Mission: Impossible – Fallout for our esteemed Business Partners in Kuwait at VOX Cinemas – The Avenues Mall on Monday 30th July 2018.
With an attendance of over 300 guests – our invitees were a mix of agency and direct clients (and their family members).
We would like to take this opportunity to thank VOX Cinemas for partnering with us for this event, and for the smooth execution of its proceedings. Last but not least, a big thank you out to the invitees who attended – making it nothing but a success.
We look forward to hosting more ‘Private Screenings’ in the near future – across countries we have a presence in.
