The Most Noble Number
A multi‑year creative partnership with Emirates Auction — the largest auction house in the Middle East. We built the creative engine behind “The Most Noble Number” (أنبل رقم) charity auctions and rebuilt it every edition: campaign direction, brand & creative, social media, presentations, internal branding, motion graphics and logos — for auctions held under the 1 Billion Meals Endowment of H.H. Sheikh Mohammed bin Rashid Al Maktoum.
01The Most Noble Number
The UAE’s obsession with rare number plates, turned into the region’s biggest charity auction. We gave “أنبل رقم” a face — one campaign system, in Arabic and English, running across Dubai (RTA) and Abu Dhabi.
02555 plates under the hammer
Every edition, hundreds of the country’s most coveted plates went live online. In 2023, 555 distinctive plates were staged — announced through one consistent, unmistakable campaign.
The 555 campaign — in motion · Abu Dhabi, 2023
03Every dirham, a meal
The whole campaign pointed at one thing: the 1 Billion Meals Endowment. The creative kept the cause — not the car — at the centre.
04In motion
Beyond the still frame, the campaign moved — announcement films, auction‑day reels and social stories that carried “The Most Noble Number” across feeds in Arabic and English.
The auction film — “The Most Noble Number,” Abu Dhabi 2023
Announcement · 555 story · auction day — social reels
05The record, on the night
On 8 April 2023, plate “P 7” went under the hammer at the Four Seasons, Jumeirah — and rewrote the record books. Emirates Auction’s own film of the moment:
“The Most Noble Number” breaks the world record — film by Emirates Auction
In April 2023, one lot — Dubai’s “P 7” — sold for AED 55 million, the most expensive plate ever auctioned. A single evening raised AED 97.9 million (US$26.6 million) — every dirham to feed people.
Auction figures and records belong to Emirates Auction, as reported by Gulf News and The National; proceeds were directed to the 1 Billion Meals Endowment of H.H. Sheikh Mohammed bin Rashid Al Maktoum.
- 01Campaign direction & creative management
- 02Brand & creative (rebuilt each edition)
- 03Social media (Arabic & English)
- 04Presentations & pitch decks
- 05Internal branding
- 06Motion graphics
- 07Logos & identity
- 08The auction experience
I've had the pleasure of working with Monzology for three years, and I'm continually amazed by the quality of the videos and designs they produce. Even on tight deadlines and during holidays, they consistently deliver top-notch work. I wholeheartedly recommend Monzology for their exceptional design and video production capabilities. Their dedication to quality is unmatched, and they've been instrumental in elevating our projects to the next level.
Yasser GhallabHead of Marketing · Emirates Auction