Children of Female Prisoners' Association / مصر / 2022الرقمي والتقنية · التجارة الإبداعية
Breakchains with Blockchain.
An NFT collection in which each artwork told the story of an Egyptian woman jailed over a small unpaid debt, priced at exactly what it would cost to set her free.
- العلامة التجارية
- Children of Female Prisoners' Association
- الوكالة
- Horizon FCB Dubai
- السوق
- مصر
- المنطقة
- الشرق الأوسط وشمال أفريقيا
- السنة
- 2022
التحدي
In Egypt, tens of thousands of women are sent to prison every year for failing to repay loans of only a few hundred dollars, according to Horizon FCB. They are known as Al Gharemaat, 'the fined'.
الفكرة
The agency worked with artists around the world on a collection of NFTs for the Children of Female Prisoners' Association, each telling one woman's story and why she was sentenced, and each priced at the amount needed to clear her debt and free her. The collection launched on Mother's Day in Egypt, 21 March 2022.
النتائج
- Three mothers were released on launch day with money raised from the NFTs, according to the agency
- Every NFT in the first drop sold and 17 women were freed, according to the agency's release on its Cannes wins
- 60 members of Egypt's parliament signed a petition to change the law, according to the agency's Cannes release (its D&AD entry calls it a bill)
مصدر دراسة الحالة: Communicate المصدر ↖
الجوائز
- Clio Awards 2023Clio Awards / Digital/Mobile & Social Media Craft / Illustration/Image Designبرونزية
- Clio Awards 2023Clio Awards / Partnerships & Collaborationsبرونزية
- Clio Awards 2023Clio Awards / Design Craft / Illustrationبرونزية
- Clio Awards 2023Clio Awards / Creative Commerce / E-commerceذهبية
- Cresta Awards 2022Creative E-commerceذهبية
- Cresta Awards 2022The Futureذهبية
- Cresta Awards 2022Digital Craft – Innovative New Techniquesذهبية
- Cresta Awards 2022The Media Magic Awardفضية
- Cresta Awards 2022Directبرونزية
- Cannes Lions 2022Creative Commerce – A09 NOT-FOR-PROFIT / CHARITY / GOVERNMENTفضية
- Cannes Lions 2022Media – B08 USE OF DIGITAL PLATFORMSفضية
- Cannes Lions 2022Digital Craft – B03 PERSONALISED STORYTELLING & EXPERIENCEفضية
- Cresta Awards 2022Digital Craft – Outstanding Digital Illustrationذهبية
- Cresta Awards 2022The 'Wish We'd Thought of That' Awardفضية
- Cresta Awards 2022The #OMG Awardبرونزية
- D&AD 2023: Wood Pencils in Commerce for Purchase Experiences and Cultural Experience
- Gerety Awards 2023: Silver in Work for Good and Media, as reported by Campaign Middle East
فريق العمل
- الإنتاج
- Film DNA
- المخرج
- Dina Abdelraheem
- Illustration
- Black Madre Atelier and Zombie Studio
