2014 Winners & Shortlists

SAPNA

BrandSMARTLIFE FOUNDATION
Product/ServiceSMARTLIFE FOUNDATION'S SAPNA FUND
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryFundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES

The Brief

There are over a million blue-collar workers in UAE, building the dreams of the country and its people. Brick by brick, nail by nail, they are also silently working towards their own dreams of giving their children a better education and hence, a better life. But we discovered that even though they labour tirelessly, with some of them hammering in up to 200,000 nails a month, their monthly salaries (as low as 200-300 USD) might never be enough. SmartLife Foundation (an NGO for UAE’s blue-collar workers) wanted to help build their dreams.

Describe how the promotion developed from concept to implementation

We introduced SAPNA (Dream). We created a canvas with designated markers designed by Pointillist artists, installed it on a wall in Dubai during the Dubai Shopping Festival, and invited people to buy a nail for a minimum of 10 AED (~$2.7) and hammer it onto our designated 17,793 markers. In an immersive and involving manner, SAPNA gave people a chance to feel a fraction of the workers’ efforts and give back one nail at a time. And as the nails filled up the wall, the dream came to life, as an image of a child being gifted a graduation hat.

Describe the success of the promotion with both client and consumer including some quantifiable results

For an absolute $0 cost (production, location, media, volunteers - pro bono), the SAPNA wall became the first crowd-sourced nail art piece for charity, attracting over 55 different nationalities, popular Arab celebrities. influencers and festival entertainers! 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. 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.

Explain why the method of promotion was most relevant to the product or service

With SAPNA, we wanted to help build the dreams of those very blue-collar workers who build ours, using the same nails they hammered in everyday. To complete the image on the canvas and reach the target we had set, 17,793 nails had to be bought and hammered in. Through SAPNA's success, we demonstrated that if up to 200,000 nails per month yielded 200 to 300 USD for most of the blue-collar workers, 17,793 nails hammered in by the people in UAE would yield a high quality education all the way up to graduation for the children of the neediest workers.

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