BEEAH Tandeef: Race for Life


Media Type:

Film Film




To raise awareness of the devastating impact of plastic pollution on desert ecosystems, BEEAH Tandeef partnered with the Dubai Camel Racing Club to launch the ‘Race for Life’ campaign. Conceptualized by Leo Burnett Middle East, BEEAH Tandeef enrolled a camel named OKLAH in the world’s biggest camel race, which is televised across the Middle East. But when the race began, OKLAH stood immobile, drawing attention to the message on its body, ‘My race is against what’s inside me’, referring to the plastic items that are often found inside the bodies of camels.


Advertising Agency:

Leo Burnett Dubai, UAE


July, 2022

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