Creative Brand Communications


February 24, 2015

Building castles out of fag-ends.

3 metre cigarette castle installed on Mamzar Beach Park in Dubai

When there are so many cigarette butts lying around it’s possible to cover a 3-metre-high by 3-metre-wide sand castle with them – you’ve got to wonder maybe, just maybe, that’s too many.

And that’s exactly what Dubai Municipality’s latest installation aims to prove. The giant sand castle entitled ‘Kids Play’, aims to highlight the dangers discarded cigarettes can pose on children playing on the beach, as well as the harm caused to marine life when they wash into the sea.

sand castle

According to Emirates 247, “the ‘Volunteer in UAE’ group picked up nearly 50,000 butts in just one hour at a beach in Umm Suqueim last year and a further 31,000 were picked up recently at Al Mamzar which demonstrates the scale of the problem.”

Dubai’s civic body partnered with advertising and events management agency BPG Bates to create the distinctive sandcastle structure.

Image (c) Dubai Municipality


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