50% of camels in the UAE die from ingesting plastic every year.

They are attracted to eating the bright colors of discarded carrier bags.

Their stomachs then send signals to their brain that they are full and these poor animals then slowly and painfully starve to death.

Emirates Development Bank (EDB) has the purpose of ‘Enabling Tomorrow’. Facilitating the economic growth of the UAE. Making sure that growth happens in the right way and that our environment is protected.

EDB wanted to embrace an initiative that allowed them to take direct action. Not just spending money to green wash their brand image. But a cause which their staff could embrace and participate in as well as using their own influence to effect change.

The objective was to make the wider public aware of the issue as well as influencing key decision makers.

Plastic collected from the desert by staff of Emirates Development Bank was recycled using especially adapted 3-D printers to build a life-size Ai designed camel. Within the structure of this camel was the exact amount of plastic on average being consumed by desert camels that were leading to their death.

The camel started appearing near campsites in the desert and gradually made its journey towards COP 28.

The insight was this was an issue created by humans that only a change in behavior could solve.

There was a lack of awareness of the issue.

But knowing that eating with dolphins had led to behavioral change regarding plastic in the oceans we were aware that leading with camels could effect plastic littering in the desert.

The general public were targeted using a social media film featuring the camel and a documentary.

Key decision makers were targeted at COP28.

Te key message was " to change their fate, we need to change our habits'.

Generative AI-designed, 3D printed camel using 70 - 80 Fused Deposition Modeling printers with recycled industrial PetG filament and plastic collected from the desert by the staff of EDB. Printed in pieces. Joined together like a puzzle. In the stomach, it carries the average amount of plastic being consumed by desert camels leading them to their death.

The 3D printing farm ran for 2,000+ continuous hours but consumed less than 350 kWh of energy and negligible waste.

The life size camel started appearing near campsites in the desert and gradually made its journey towards COP 28 inviting people to change their habits.

Hijacking COP28 the lost camel stole the show in its sheer audacity - whilst all other experiences were overwhelmingly positive and trumpet-blowing, the camel was an uncomfortable reminder close to home of how much still needed to be done for our environment.

Apart from widespread media coverage both locally, regionally and internationally the camel stole the show at COP28. Getting in front of key decision makers at a rare point in time in which the environment was top of their agenda.

Featured in 18 significant publications.

Over 4 million impressions in local and regional publications.

Over 55 million impressions worldwide.

Estimated earned media of $775k (source: lrdigital)

Featured on local news.

Created debate on social amongst residents of the UAE.

EDB also benefitted both internally and externally. It inspired their staff who were fully involved- it was not just expensive free washing. It also enhanced their reputation nearly all other participants at COP28 in the shade.

One month after the event, a single-use plastic bag ban was suddenly brought in. Obviously we cannot take all the credit, but this high profile awareness campaign definitely helped.