fight the
earth monsters

Majid Al Futtaim

Majid Al Futtaim collaborated with the Earth Hour initiative. In addition to turning off the malls' lights for one hour, we decided to educate people about how to help the environment with little everyday actions.

We launched the campaign claiming that the darkest monsters don't hide in the dark, but in the light; in our main animated movie a girl teaches how easy it is to fight against them. To promote all year round sustainable behaviours, we created digital-first content with tips on how to solve additional problems by personifying them with additional monsters.

Top 20 Film Campaigns. Campaign Annual 2019.
Shortlist, Loeries 2019. Film – Animation.

Team

Agency
MullenLowe MENA

Client
Majid Al Futtaim

Creative Direction
Miguel Dianda
Alfonso Arbós

ACD
Marcelo Zylberberg

Creatives
Silvia Carreño
Maricel Candido

Motion Designer
Jojo Basug

Production
Able & Baker