Direct > Strategy
FP7/DXB, Dubai / SMARTLIFE'S / 2014
Overview
Credits
ClientBriefOrObjective
There are over a million blue-collar workers in Dubai, 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 everyday, in temperatures approaching 50 degrees centigrade, hammering in nail after nail after nail, their monthly salaries (as low as 200-300 USD) might never be enough.
SmartLife, an organization for UAE’s blue-collar workers, wanted to help build their dreams collaborating with the people of the UAE.
ConfidentialInformation
The word 'SAPNA' in Hindi or Urdu languages means 'Dream'. The 'SAPNA' wall was installed as an art piece on The Walk @ JBR in Dubai. It was made of Nails on Canvas on Wood. And when completed, it showcased the dreams of the blue-collar workers being fulfilled, in a live and interactive manner.
Execution
To help build the dreams of those very blue-collar workers who build ours, we wanted to use the same nails they hammered in everyday. In an immersive manner, we gave people a chance to feel a fraction of the workers' efforts and give back one nail at a time.
With the 17,793 designated points and the act of buying a nail (hence, contributing to the cause) and hammering it into those points (thus, empathizing with their lives), we created an engaging 1-to-1 interaction with over 10,000 UAE residents as well as tourists, showing how giving can be simple and meaningful.
Implementation
We created SAPNA (Dream). A canvas with a concealed image designed by Pointillist artists that was installed on a wooden wall on a high-traffic street in the heart of Dubai, during the holiday shopping season.
Through direct and 1-to-1 connection points, we invited people to buy a nail for a minimum of 10 AED (~$2.7) and hammer it onto our designated 17,793 points. In an immersive and involving manner, SAPNA made giving a fulfilling and empathic experience.
Nail by nail, minute by minute the image came to life symbolizing the fulfillment of the workers dreams for their children's education.
Outcome
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, and popular Arab celebrities and influencers.
People's shared photographs which gave us over a 250,000 free social ads combined with the unexpected coverage across TV, Print and Radio, have generated a worldwide earned (free) media value of over $730,000 and rising.
SAPNA has thus far given 40 blue-collar workers’ children a first-class education upto graduation; something their fathers had only dreamt about. SAPNA has also been invited to 7 other countries.
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