SmartLife Foundation / UAEExperiential · OOH
Sapna (Dream).
A 'Wall of Dreams' on a Dubai street let the public buy nails and hammer them in, building an image that paid for labourers' children's education.
- Brand
- SmartLife Foundation
- Agency
- FP7/DXB
- Market
- UAE
- Region
- GCC
The challenge
Blue-collar workers in the UAE often do not earn enough to pay for their children's schooling. SmartLife Foundation, an NGO that supports them, needed to raise money for it.
The idea
Sapna, Hindi and Urdu for dream, was a wall on a busy Dubai street with markers for 17,793 nails like the ones labourers use. Shoppers paid at least AED 10 per nail and hammered it in, slowly forming the picture of a child receiving a graduation cap. Materials, media and production were donated, and celebrities and influencers backed it.
Results
- According to the case study, all 17,793 nails were hammered in within nine days.
- The WARC Creative Effectiveness case study says the wall raised enough to fund 100 children's education.
Case study source: AdForum Source ↗
Awards
- Cannes Lions 2014Branded Content & Entertainment LionsBronze
Credits
- Creative agency
- FP7/DXB
