McCann’s FP7/DXB Creates ‘Wall of Dreams’ for Dubai Workers

By Erik Oster 

FP7/DXB, a McCann Worldgroup agency, worked with SmartLife Foundation to create the “Sapna” (which means “dream” in Hindi) Project to help educate the children of Dubai workers.

Inspired by Dubai workers who help build the UAE nail by nail, hammering in over 200,000 in a month for a salary as low as 200-300 US dollars, the agency created a “Wall of Dreams.” Visitors to the wall paid a minimum donation of 10 AED ($2.70 USD) to hammer a nail into “designated pointillist-designed markers.” When finished, the project resulted in an image of a child receiving a graduation cap, created entirely from the nails people hammered into the wall.


The “5m x 2m installation was featured on a prominent street in Dubai during the Dubai Shopping Festival to provoke shoppers to contribute and support the cause” and in just nine days 17,793 nails were hammered in the wall, raising enough money to help educate 20 children up until graduation. The pro-bono campaign resulted in “the first crowd-sourced nail art piece created for charity” (yeah, can’t say we’ve seen that one before) and “generated more than $400,000 in earned media.” Check out the video above for an uplifting look at the project (we could all use some positivity on a Monday, right?) and stick around for credits after the jump. Credits:

Client: SmartLife Foundation

General Manager: Yasmin Ahmad

Secretary: Rex Prakash

Agency: FP7/DXB

Head of Insights & Strategy: Tahaab Rais

Executive Creative Director: Paul Banham

Associate Creative Director: Josephine Younes

Associate Creative Director: 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 and Illustrator: Asitha

Creative Services Manager: Khaled Hamza

Assistant Production Manager: Sreenivasan Kuniyil

Motion Artist: Ashraf Muhammadunny

Editor: Aurangzaib Zafar

Regional IT Director (MCN): Arun Kumar Krishnan

Production: Mint

Producers: Dolly Saidy, Mario Atallah, Karol Akl

Media: UM

Associate Director of Strategy: Sherif Ghanem

Media Operations Supervisor: Navid Hussain