The One Show
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Category
NFTs
Annual ID
OS23_IN008G
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, Opensea.io.
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.
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, Opensea.io.
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: 45
Gold Pencil
Credits
Agency
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
Editor
João Machado
Samir Radwan
Executive Creative Director
Rodrigo Leal Rodrigues
Executive Producer
Carolina Cherobim
Eduardo Lubiazi
Nour Abdelraheem
Illustrator
Arthur D'Araujo
Black Madre Atelier
Douglas Reis
Fabio Barros
Fady Youssef Rofaeel
Hannah Prado
Miguel Karbage
Nesma Moharam
Paulo de Almeida
Rondon Fernandes
Photographer
Ibrahim Abdelrahman
Account Director
Sarah Nassar
Associate Creative Director
Jonathan Cruz
Senior Art Director
Zayd Abidi
Senior Copywriter
Lucy Elder
CEO
Mazen Jawad
Director & Editor
Maria Machado
Director - Digital & Technology
Joshua Mathias
Director's Producer
Dahlia Galal
Equipment
Haytham El Said
Executive Producer & Director
Dina Abdelraheem
Gaffer
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
Illustration
Zombie Studio
Motion graphic
Janaína da Veiga
Music/SFX Producer
Cassio Machado
Icaro Guedes
Musician
Jair Oliveira
Post production
Hazem Helmy
Post Production Supervision
Diogo Gameiro
Production
Hatem Samir
Mina Maher
Senior Arabic Copywriter
Bassam Doss
Senior Video Editor
Anthony Heneine
Antonie Nassif
Sound engineer
Mostafa Metwally
Technologist
Diogo Borges
Traffic Manager
Rosemarie Jimenez
Vice President MENA
Antonio Boulos
Video Editor & Motion Designer
Alman Magpusao
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