2014 Winners & Shortlists

SAPNA

Gold

Case Film

Presentation Board

BrandSMARTLIFE FOUNDATION
Product/ServiceSMARTLIFE FOUNDATION'S SAPNA FUND
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryAmbient Media: Large Scale
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Agency UM DUBAI, UNITED ARAB EMIRATES
Media Agency 2 EYE MEDIA Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

For an absolute $0 cost, the SAPNA wall became the first crowd-sourced nail art piece for charity, attracting over 55 different nationalities, popular Arab celebrities and entertainers. #sapnadubai became a popular social media topic and people's shared photographs which gave us over a 100,000 free social ads combined with the unexpected coverage across TV, Print and Radio, have generated an earned (free) media value of over $400,000 and rising. And in just 9 days, all 17,793 nails were bought, giving 20 blue-collar workers’ children a quality education all the way up to graduation; something their parents had only dreamt about.

Creative Execution

Being a non-profit organization, the media strategy and budget was focused on earned and free media vs. bought media. And we did it all at $0 media cost. A Facebook event invited all of UAE. And emotional stories via digital films were shared with SmartLife's B2B partners. On launch day, we set up the SAPNA wall on a very popular street in Dubai, during the Dubai Shopping Festival - a festive time that attracts huge crowds. Location cost = pro bono. #sapnadubai increased word of mouth and made the wall popular on social platforms. The SAPNA wall continued to become more famous as we were unexpectedly featured on leading Radio (Virgin Radio, Radio Mirchi), Print (Khaleej Times' City Times) and TV (Dubai One) channels. As the wall was completed, the dream came to life, with all the nails forming the image of a child being gifted a graduation hat.

Insights, Strategy and the Idea

Brick-by-brick and nail-by-nail, over a million blue-collar workers build the dreams of UAE and its people, while silently holding their own dreams of giving their children a quality education and hence, a better life. But, truth is that even though they labour tirelessly, with some workers hammering up to 200,000 nails a month, their monthly salaries (as low as $200-$300) might never be enough. SmartLife Foundation (an NGO for UAE’s blue-collar workers) wanted to help. So, we created SAPNA (Dream) - a canvas with 17,793 designated markers designed by Pointillist artists and installed it on a wall on a popular street in Dubai, during the Dubai Shopping Festival. We invited people to buy a nail for a minimum of 10 AED (~$2.7) and hammer it onto our designated markers. SAPNA gave people a chance to feel a fraction of the workers’ efforts and give back one nail at a time.

Credits

Name Company Role
Tahaab Rais FP7/DXB Head Of Insights And Strategy
Paul Banham FP7/DXB Executive Creative Director
Josephine Younes FP7/DXB Associate Creative Director
Nayaab Rais FP7/DXB Associate Creative Director
Paul Banham/Josephine Younes/Nayaab Rais FP7/DXB Art Director
Paul Banham/Nayaab Rais/Tahaab Rais/Josephine Younes FP7/DXB Copywriter
Vicky Kriplani FP7/DXB Account Director
Sameer Islam FP7/DXB Strategic Planner
Asitha Hb FP7/DXB Pointillist Artist/Illustrator
Khaled Hamza FP7/DXB Creative Services Manager
Sreenivasan Kuniyil FP7/DXB Assistant Production Manager
Ashraf Muhammadunny/Aurangzaib Zafar FP7/DXB Motion Artist And Editor
Dolly Saidy/Mario Atallah/Karol Akl MINT MENA Agency Producer
Arun Kumar Krishnan MCN Regional It Director
Yasmin Ahmed General Manager Smartlife Foundation
Rex Prakash Secretary Smartlife Foundation
Sherif Ghanem UM Associate Director Of Strategy
Navid Hussain UM Media Operations Supervisor
Spiro Malak FP7/DXB Business Unit Director
UM Additional company
MINT MENA Additional company
TETRA Additional company