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)
