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2023 One Show - Experiential & Immersive

Breakchains With Blockchain

Agency Horizon FCB / Dubai + Film DNA / Cairo + The Youth / Curitiba + Vox Haus / Novo Hamburgo

Client Children of Female Prisoners' Association



Annual ID


About the Work

Breakchains with Blockchain is the first digital art collection that frees women from prison sentences. In Egypt, tens of thousands of women are sent to prison every year; they are known as Al Gharemaat or The Fined. They are forgotten. To raise awareness about a topic no one cares about, we jumped on the trend everyone was talking about, NFTs. By crafting NFTs representing their tragic stories, we created an emotional connection with each woman, allowing people to directly help and buy an NFT to free her from her chains. It was launched on 21st March 2022 – Mother’s Day in Egypt. The campaign went live with an NFT collection, released on the Blockchain platform, This campaign combined the emotional and technological. Interviews were filmed with Al Gharemaat, allowing their voices to be heard. From these stories, international artists created NFTs priced at the amount needed to pay off their debts and free them from their prison sentences. The NFT collection was displayed on our campaign website and published in Arabic and English. We promoted the NFTs on social media (Facebook, Twitter, YouTube & Instagram), PR, and our campaign website. By communicating in Arabic, we connected with the Egyptian audience, and in English, we attracted the attention of the world. The hard work doesn’t stop here; the NGO is continuing to ensure there is rehabilitation & education, so they do not end up in this situation again.

2023 Awards

Total Points: 21



Horizon FCB / Dubai

Production Company

Film DNA / Cairo
The Youth / Curitiba

Music / Sound Production Company

Vox Haus / Novo Hamburgo

Chief Creative Officer

Danilo Boer

Creative Director

Rodrigo Leal Rodrigues

Director of Photography

Ahmed Hamdi

Executive Creative Director

Rodrigo Leal Rodrigues


Ibrahim Abdelrahman

Account Director

Sarah Nassar

Associate Creative Director

Jonathan Cruz

Senior Art Director

Zayd Abidi

Senior Copywriter

Lucy Elder


Mazen Jawad

Director & Editor

Maria Machado

Director - Digital & Technology

Joshua Mathias

Director's Producer

Dahlia Galal


Haytham El Said

Executive Producer & Director

Dina Abdelraheem


Eshta Eshta

General Manager

Reham Mufleh

Head of Creative Services & Production

Hicham Soubra

Head of Digital Services

Verdrana Jovanovic

Head of Music Production / Audio Mix

Daniel Dalla Corte

Head of Projects

Matheus Gugelmim


Zombie Studio

Motion graphic

Janaína da Veiga

Music/SFX Producer

Cassio Machado
Icaro Guedes


Jair Oliveira

Post production

Hazem Helmy

Post Production Supervision

Diogo Gameiro


Hatem Samir
Mina Maher

Senior Arabic Copywriter

Bassam Doss

Senior Video Editor

Anthony Heneine
Antonie Nassif

Sound engineer

Mostafa Metwally


Diogo Borges

Traffic Manager

Rosemarie Jimenez

Vice President MENA

Antonio Boulos

Video Editor & Motion Designer

Alman Magpusao

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