FP7/DXB, a McCann Worldgroup agency, worked with SmartLife Foundation to create the “Sapna” (which means “dream” in Hindi) Project to help educate the children of Dubai workers.
Inspired by Dubai workers who help build the UAE nail by nail, hammering in over 200,000 in a month for a salary as low as 200-300 US dollars, the agency created a “Wall of Dreams.” Visitors to the wall paid a minimum donation of 10 AED ($2.70 USD) to hammer a nail into “designated pointillist-designed markers.” When finished, the project resulted in an image of a child receiving a graduation cap, created entirely from the nails people hammered into the wall.
The “5m x 2m installation was featured on a prominent street in Dubai during the Dubai Shopping Festival to provoke shoppers to contribute and support the cause” and in just nine days 17,793 nails were hammered in the wall, raising enough money to help educate 20 children up until graduation. The pro-bono campaign resulted in “the first crowd-sourced nail art piece created for charity” (yeah, can’t say we’ve seen that one before) and “generated more than $400,000 in earned media.” Check out the video above for an uplifting look at the project (we could all use some positivity on a Monday, right?) and stick around for credits after the jump. Credits:
Client: SmartLife Foundation
General Manager: Yasmin Ahmad
Secretary: Rex Prakash
Head of Insights & Strategy: Tahaab Rais
Executive Creative Director: Paul Banham
Associate Creative Director: Josephine Younes
Associate Creative Director: Nayaab Rais
Account Director: Vicky Kriplani
Strategic Planner: Sameer Islam
Pointillist Artist and Illustrator: Asitha
Creative Services Manager: Khaled Hamza
Assistant Production Manager: Sreenivasan Kuniyil
Motion Artist: Ashraf Muhammadunny
Editor: Aurangzaib Zafar
Regional IT Director (MCN): Arun Kumar Krishnan
Associate Director of Strategy: Sherif Ghanem
Media Operations Supervisor: Navid Hussain
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