Empty Plates

The UAE’s One Billion Meals initiative was set up to combat the world hunger crisis. To help it generate record-breaking fundraising, Publicis Groupe looked at a unique insight. The cost spent on unique car number plates in the UAE was going up, while the cost of food on people's plates was going up too. The agency created empty car plates to fight empty food plates worldwide. Cars with empty plates sparked curiosity and drew attention to the auction for unique number plates, which were being auctioned off to fight world hunger.