Empty plates to generate advocacy and fundraising for empty plates, turning a symbol of vanity into a beacon of hope and generosity.
Driving awareness for the plates that truly matter, we transformed the typical number plate auctions in the UAE, that sold unique plates to UAE's ultra high-networth elites, who held the funds to help fight hunger. We re-engineered those frivolous auctions, where number plates are sold for millions of dollars, into more meaningful ones to fight hunger. And in turn, we gave the auctions a purpose.
Next importantly, to create buzz and awareness around those auctions and attract ultra high net-worth elites of UAE, we wanted to create the most unique number plates ever - to fight the empty plates around the world. And we designed the world's first Empty Plates for cars driving across the country, to disrupt media and attract attention from the elite.