The UN World Food Programme partners with SAWA for yet another global cinema campaign to keep the voice of millions of children alive.
Motivate Val Morgan has joined the next phase of “Feed our Future”, a global cinema campaign that shines light on the United Nations World Food Programme’s (WFP) life-saving work on the frontlines of world hunger.
The ad started screening on Thursday 26th September 2019 across 19 Motivate Val Morgan serviced VOX Cinemas locations in UAE, Qatar and Bahrain, and will run for a period of 8 weeks.
UAE:
Marina Mall (Abu Dhabi), Yas Mall (Abu Dhabi), Nation Towers (Abu Dhabi), Abu Dhabi Mall, Al Jimi Mall, City Centre Ajman, City Centre Sharjah, City Centre Fujairah, Al Hamra Mall (Ras Al Khaimah), City Centre Deira, City Centre Mirdif, Mall of the Emirates, Mercato Mall, Burjuman, Cineplex Grand Hyatt, City Centre Shindagha and Aloft City Centre Deira
Qatar:
Doha Festival City
Bahrain:
The Avenues
Motivate Val Morgan supports the “Feed our Future” cinema campaign as part of a unique partnership between SAWA – Global Cinema Advertising Association, and WFP – leading humanitarian agency fighting hunger worldwide.
The new campaign aims to build on last year’s results that helped to double awareness of WFP among those who saw the ad and raised more than half a million dollars through online giving or through a 38% increase in downloads of the agency’s Share the Meal donation App, globally.
“We have every reason to believe that this year, the Feed our Future campaign is going to take us even further in terms of raising WFP brand visibility and engaging a wider audience in the fight against global hunger,” said Corinne Woods, Chief Marketing Officer at WFP. “We think that this year’s campaign is even more emotionally engaging and we expect more people will respond to our call. In a world full of noise, cinema has proven incredibly effective for us at cutting through to not only establish our brand, but also to convert cinema goers into active supporters and donors.”
“The Cinema Medium makes the most of its space, creative and audience to deliver gripping content, showing consumers advertising at its very best,” said Cheryl Wannell, CEO of SAWA. “In 2020 the Cinema Medium is predicted to become the fastest-growing ad medium ahead of the internet. For brands like the World Food Programme who want to reach the hearts and minds of millennials, the immersive experience that Cinema gives is the most powerful of all storytelling mediums.”
The creative force behind the new advertisement is Sir John Hegarty, of The Garage SOHO, who has delivered a product designed to appeal directly to cinema audiences. The advert highlights the potential lost to the world when children’s voices are silenced due to hunger. The poignant narrative of the ad sees a group of Syrian refugee children who were selected from the local community playing in rubble and gazing out of bombed-out buildings in an apparent war zone. Softly, a small chorus of voices begins singing “How Can I Tell You” by Yusuf Islam/Cat Stevens. As the short film progresses, one by one these children disappear until only one voice remains — an unnerving conclusion that mirrors the harsh realities faced by the 3 million children around the world who lose their lives to hunger or malnutrition.
“Cinema is still the most amazing medium for any creative person to work in. A place for you to tell your story on the ‘mother of all screens’. It’s not surprising that it’s so important and continues to capture the public’s imagination”, said Sir John Hegarty.
For more information about the “Feed Our Future” cinema campaign, and to learn how to get involved in creating a world with Zero Hunger, please visit: www.wfp.org.
Source: SAWA
Related Articles:
SAWA | Feed Our Future | Global Cinema Ad
The 17th edition of the prestigious UAE Young Lions Digital Competition, hosted by Motivate Media Group and Motivate Val Morgan – the official UAE representative of Cannes Lions International Festival of Creativity, in association with Dubai Media City took place on Saturday 20th April 2019 at the offices of Motivate Media in Dubai Media City. The Judging and Awards Ceremony followed on Monday 22nd April 2019 at the In5 Media Innovation Centre in Dubai Production City, with Arwa Al Jundi (Art Director) and Warsha J. Dhemani (Copywriter) from Livingroom Communication named the Gold winners of the competition.
The wining duo was selected from a pool of 16 participating teams, and will be flown on an all-expense paid trip to Cannes to represent the UAE at the International Young Lions Digital Competition, which will be held in June 2019.
Not too far behind them were Sumer Kotwal (Art Director) and Gaurav Maitreya (Copywriter) from Publicis Sapient (Gold winners of last year’s UAE Young Lions Digital Competition) who bagged Silver.
With so many creative ideas and inspiring submissions, determining the Bronze winner was a challenge, and this year, the UAE Young Lions Digital Competition saw a tie between three teams – Felipe Menezes (Art Director) and Sabine Haddad (Copywriter) from TBWA\RAAD, Alan Hong (Art Director) and Poroma Pant (Copywriter) from Saatchi & Saatchi Dubai, and Nour Mohammad (Art Director) and Peter Mazloumian (Copywriter) from Socialize.
Other participating agencies at this year’s competition included:
Leo Burnett Dubai, APCO Worldwide, Mullenlowe MENA, Publicis Middle East, RAPP Middle East, Wavemaker, Amber Communications, Rain Creative, and McCann Health Dubai.
The ‘Creative Club’ who judged this year’s competition comprised:
Manuel Bordé – TBWA\RAAD
Prajakta More – McCann Health Dubai
Ali Shabaz – RAPP Middle East
Georgine Hajjar – Wavemaker
Mohamed Bareche – Publicis Middle East
Seyoan Vela – Livingroom Communication
Samer Zouehid – Saatchi & Saatchi Dubai
Anton Marais – Leo Burnett
Prasad Pradhan – Amber Communications
Pascale Youssef – APCO Worldwide
Alfonso Arbos – Mullenlowe MENA
Shwan Nazar – Publicis Sapient
Shamrock Nevis – Rain Creative
Rafael Bergamini – Socialize Agency
Shyam Vipin – Praxis Advertising
This year’s client was World Food Programme (WFP) – the food- assistance branch of the United Nations and the world’s largest humanitarian organization addressing hunger, and the competition was sponsored by Getty Images and Xerox Middle East.
Ian Fairservice – Managing Partner, Motivate Media Group, said “After 17 years of hosting the Young Lions competition, we have seen some inspiring work from these exceptional young professionals. This year is certainly not different and I’d like to wish Arwa and Warsha from Livingroom Communication the best of luck representing the region in Cannes. I’m sure they will be great ambassadors for the UAE.”
Majed Al Suwaidi – Managing Director of Dubai Media City, said: “Dubai Media City is proud to collaborate once again with the UAE Young Lions and Motivate to encourage the rise of digital platforms and the region’s creativity. As our mandate to support the growing upcoming talent, the UAE Young Lions and Motivate competition provides the opportunity for our people to gain recognition and grow their careers. Our partnership, with the collaboration of our incubator in5 media, looks forward to a successful outcome and we wish all the participants great learnings every success.”
Congratulations to the winners and a job well done to all 16 teams that participated in this year’s competition.
The UAE Young Lions Digital Competition – hosted by Motivate Media Group and Motivate Val Morgan, in association with Dubai Media City and supported by Getty Images and Xerox Middle East, aims to unveil the brightest creative minds from across the UAE, and is part of the Cannes Lions International Festival of Creativity – the world’s biggest celebration of creativity in communications. The International Festival will take place from the 17th to the 21st of June 2019 in the city of Cannes, located on France’s mesmerizing south coast and will offer five days of award ceremonies, seminars, workshops, master classes, exhibitions, screenings and networking.
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