38 smiles UAE’s ‘Abandoned lives’ by MullenLowe MENA


More than 3,000 pets are abandoned every year in Dubai, yet it remains a problem that is largely unseen or ignored. To raise awareness of the issue, 38 smiles, a non-profit animal rescue group, created a social experiment using the sound of a pet trapped in abandoned cars. The social experiment – the work of MullenLowe – was filmed with hidden cameras and showcased online. The agency placed motion sensor speakers in abandoned cars to create a disruptive moment of pets crying when people walked past each vehicle.


Project Abandoned lives

Client 38 smiles

Agency MullenLowe MENA

ECD Mark Lewis

Creative group head Simon Reid

Art director Felipe Menezes

Copywriters Alberto Triana, Ross Hardiman

Production devices Prasad Giri

Production consultant Mint

Director and production house Damiano Fieramosca (Joy Films)



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