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Published/Aired: 
December 2013
Description: 

A story of how 17,793 nails have changed the lives of UAE's blue-collar workers' children.

Advertising Agency: FP7/DXB, Dubai, UAE
Head of Insights / Strategy: Tahaab Rais
Executive Creative Director: Paul Banham
Associate Creative Directors: Josephine Younes, Nayaab Rais
Art Directors: Paul Banham, Josephine Younes, Nayaab Rais
Copywriters: Paul Banham, Nayaab Rais, Tahaab Rais, Josephine Younes
Account Director: Vicky Kriplani
Strategic Planner: Sameer Islam
Pointillist Artist / Illustrator: Asitha
Creative Services Manager: Khaled Hamza
Assistant Production Manager: Sreenivasan Kuniyil
Motion Artist: Ashraf Muhammadunny
Editor: Aurangzaib Zafar
Regional IT Director: Arun Kumar Krishnan
Producers: Dolly Saidy, Mario Atallah, Karol Akl
Media: Sherif Ghanem, Navid Hussain

Comments (24)

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Highest Rated

heimen.sc's picture
heimen.sc
Activity Score 3

for a greater cause!!!!!!meaningful!

sasan21's picture
sasan21
Activity Score 3

the best thing i have seen!

reves80's picture
reves80
Activity Score 37

Interesting take

Copy_ranter's picture
Copy_ranter
Activity Score 194

Lovely Idea with a positive impact. Well done FP7.

R B's picture
R B
Activity Score 314

they picked up swadesh's music! :D

chrismarks's picture
chrismarks
Activity Score 3

Brilliant work done for a fantastic cause. Well done.

ad_1410's picture
ad_1410
Activity Score 11

I like it

Osama Tezuka's picture
Osama Tezuka
Activity Score 3

Nice one!!!

darya.senkevich's picture
darya.senkevich
Activity Score 26
kleenex's picture
kleenex
Activity Score 45375

Great idea.

qaamir20's picture
qaamir20
Activity Score 64

Well, it is not a new technique to be honest. Seen it done a couple of times before. But, what I love about it and why i agree with most that it's a great idea is the fact that is based on such a beautiful insight, is so much more effective than the frivolous 'same' executions done before and is truly meaningful. Hence, deserves the 9 stars!

reves80's picture
reves80
Activity Score 37

yeah nails are much harder than chopsticks or pins!

reves80's picture
reves80
Activity Score 37

3-dimensional objects on canvas is an art form... not an idea. A dragon made of chopsticks ain't the same idea. Nor is a message made out of pins. Still like this take so much more.

Shujath's picture
Shujath
Activity Score 52

i love the cause and the irony of the nails. wow guys.

Austin Video Production's picture
Austin Video Pr...
Activity Score 1274

Nicely done.

baliais's picture
baliais
Activity Score 2608

Awesome

Phantom's picture
Phantom
Activity Score 118

Great!!!

creativejayanta's picture
creativejayanta
Activity Score 52

nice one!!!

Thanks,
Jayanta Behera

Marcao's picture
Marcao
Activity Score 3029

Nailed it!

AdDoc's picture
AdDoc
Activity Score 76

I LOVE IT!

Tahaab.Rais's picture
Tahaab.Rais
Activity Score 191

Wow! Love the responses :)

Tahaab.Rais's picture
Tahaab.Rais
Activity Score 191

Extremely proud of the effectiveness of this campaign and the real, meaningful difference it has made to over 40 kids by now. It wasn't about clamouring for awards, but making an idea that matters. And we're glad to call this a successful initiative for a great organization. We're taking this internationally to other markets and want to thank all the ones who contributed those 17,000+ nails for believing in us and in this idea. And all who shared this video. Thank you Ads of the World for featuring this for the advertising community and wish more people from the community like and share this for its REAL objective of making a real difference, and to generate the much required social currency that'll help us get more sponsors.

2 eyeballs's picture
2 eyeballs
Activity Score 62

simple and effective for a good cause. I'd buy a nail for sure.

Xphia's picture
Xphia
Activity Score 614

for a greater cause. meaningful!

heimen.sc's picture
heimen.sc
Activity Score 3

for a greater cause!!!!!!meaningful!

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