SmartLife: SAPNA (Dream) - How 17,793 nails shaped the future of generations to come
Tahaab Rais
Campaign details
Brand owner: SmartLifeLead agency: FP7/DXB (Part of McCann Worldgroup)Budget: Up to 500kCountry: United Arab EmiratesIndustry: Charities and voluntary organisationsMedia: Direct marketing, Earned media, buzz, Email marketing, Events and experiential, Online video, Outdoor, out-of-home, Public relations, Radio, Social media, Word of mouth, advocacy
Executive summary
This case study shows how SmartLife, an NGO for labourers in Dubai, sold nails and asked people to hammer them into a wall to raise awareness of...