The World’s Tallest Donation Box

The Mohammed bin Rashid Al Maktoum Global Initiatives, MullenLowe MENA, markettiers MENA

The Campaign invited the public to illuminate all 1.2 LEDs on the world’s tallest building for as little as AED10 each. Donors were driven to website that displayed the 1.2million pixels for sale, each represented a light and a meal.