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Avenues

Eid Charity Activation

In April 2015, The Avenues, Kuwait’s largest shopping mall, wanted to create digital engagement for their annual CSR campaign and launch it in the last week of Ramadan. The task at hand was to create something that was impactful and engaging. At that time, the Middle East’s refugee crisis was deepening, a cause close to the heart. Therefore, as part of the CSR contribution by Mabanee, an interactive video booth was created to put a human face on the conflict. Placed in high traffic areas in The Avenues, the booths drew visitors in with a video of a young refugee girl urging them to ‘Reach Out a Hand’ and donate. As a visitor engaged with the payment kiosk, the little girl responded to the user’s actions. When a donation was made, the girl stood up, smiled and thanked the visitor for their donation, striking an emotional chord in the hearts of the users. The digital interaction, spread across a large video screen and stand-alone payment kiosk, was effective as it triggered changes in the video depending on the user’s actions. Our task also included video development, with shooting and post-production in Romania. Till date, over a $120,000 has been donated to the Kuwait Red Crescent Society to aid their work with the refugees.