← Selected work ◈ Emirates Auction — Strategic partnership

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.

Client

RoleCampaign direction & creative management

Editions2022 · 2023 · 2024

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.

Launch announcement design for the Most Noble Number charity auction featuring Dubai plate P 7 — Launch announcement — “The Most Noble Number”, plate P 7

Auction key visual — Dubai plate P 7 on a pedestal — Auction key visual — plate “P 7”

Campaign design — Dubai plate T 95 against the Dubai skyline — Noble Number — plate “T 95”, Dubai

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.

Social teaser — make your favourite number your #Tag, racehorse number 85 — “Make your number your #Tag” — social teaser

Social design announcing 555 plates offered in the online charity auction — 555 plates — the biggest charity auction

Abu Dhabi Police second-edition announcement with the 555-plate breakdown — Abu Dhabi Police — 2nd edition, 2023

Teaser design with a hypercar and plate 88 for the 555 charity auction — 555 — the teaser

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.

Bid-for-a-cause food-aid design with Dubai plate AA 8 — Bid for a cause — food aid

Charity-auction design supporting people in need, 100 million meals — For people in need — 100 million meals

Design with plate AA 8 on a podium of 1 Billion Meals boxes — For 1 Billion Meals — plate “AA 8”

VIP invitation design for the Most Noble Number charity auction — VIP invitation — Four Seasons Resort, Jumeirah Beach

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.

What this included

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

In their words

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 Auctions

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The Most Noble Number

Let’s talk it through,in person.

Let’s talk it through,
in person.