Agency Network: 
December 2013


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

Ambient advertisement created by McCann, United Arab Emirates for SmartLife Foundation, within the category: Public Interest, NGO.

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
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sasan21's picture

the best thing i have seen!

Activity Score 3
reves80's picture

Interesting take

Activity Score 37
Copy_ranter's picture

Lovely Idea with a positive impact. Well done FP7.

Activity Score 194
Creative Director at FP7/DXB
R B's picture

they picked up swadesh's music! :D

Activity Score 314
chrismarks's picture

Brilliant work done for a fantastic cause. Well done.

Activity Score 3
ad_1410's picture

I like it

Activity Score 11
Osama Tezuka's picture

Nice one!!!

Osama Tezuka
Activity Score 3
darya.senkevich's picture
Activity Score 26
Client Servicing
kleenex's picture

Great idea.

Activity Score 58791
Web Designer/Developer
qaamir20's picture

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!

Activity Score 64
reves80's picture

yeah nails are much harder than chopsticks or pins!

Activity Score 37
reves80's picture

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.

Activity Score 37
Shujath's picture

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

Activity Score 52
Austin Video Production's picture

Nicely done.

Austin Video Pr...
Activity Score 1310
baliais's picture


Activity Score 2618
Graphic Designer
Phantom's picture


Activity Score 128
creativejayanta's picture

nice one!!!

Activity Score 52

Jayanta Behera

Marcao's picture

Nailed it!

Activity Score 3029
Copywriter at DDB Group Asia Pacific
AdDoc's picture


Activity Score 76
Tahaab.Rais's picture

Wow! Love the responses :)

Activity Score 192
Other at FP7/McCann Worldgroup MENA
Tahaab.Rais's picture

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.

Activity Score 192
Other at FP7/McCann Worldgroup MENA
2 eyeballs's picture

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

2 eyeballs
Activity Score 62
Marketing Manager at University
Xphia's picture

for a greater cause. meaningful!

Activity Score 614's picture

for a greater cause!!!!!!meaningful!
Activity Score 3
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