CHILDREN OF FEMALE PRISONERS' ASSOCIATION - "The first NFT collection"

Horizon FCB Middle East

Horizon FCB Middle East Dubai, Emirados Árabes Unidos

Prêmios

1739

Esse anúncio faz parte da Coleção ACT Responsible

Marca: CHILDREN OF FEMALE PRISONERS' ASSOCIATION
País: Egito

Anunciante: CHILDREN OF FEMALE PRISONERS' ASSOCIATION

Titulo	The first NFT collection
Agência	Horizon FCB Middle East
Campanha	Breakchains With Blockchain
Anunciante	CHILDREN OF FEMALE PRISONERS' ASSOCIATION
Marca	CHILDREN OF FEMALE PRISONERS' ASSOCIATION
Posted	Abril 2023
Sector Empresarial	Instituições, organizações não governamentais
História	In Egypt, under Article No 341, defaulting on a loan is a criminal act that carries a prison sentence. Every year tens ofthousands of women are sent to prison for defaulting on loans borrowed for a few hundred dollars. The punishment is severe to deter people from taking loans. However, many of women who borrow money are desperate,because they need to pay for life-saving surgeries, family emergencies, to buy medicine, or start a business. Even worse, there are loan officers who prey on these women, getting them to sign contracts they don’t understand or even fraudulently claiming that the installments have never been paid.
Problema	To raise awareness about a topic no one cares about, the campaign jumped on the trend everyone was talking about, NFTs. Working with international artists, an NFT collection was created and released on the Blockchain, each piece inspired by the story of a woman sentenced to prison for defaulting on a loan, and priced at the amount needed to pay off her debt. With every piece sold, awareness around this topic spreads and a woman is freed from her sentence. Breakchains with Blockchain was launched on 21st March, 2022 – Mother’s Day in Egypt. The campaign went live with anNFT collection, released on the Blockchain platform, Opensea.io. This campaign combined the emotional and technological. Interviews were fi lmed with Al Gharemaat, allowing their voices tobe 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, published in Arabic and English. the NFTs was promoted on social media (Facebook, Twitter, YouTube & Instagram), PR and our campaign website. By communicating in Arabic, they 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 inthis situation again.
Tipo de Mídia	Case Study
Comprimento	134 seconds
General Manager	Reham Mufleh
Creative Partner	Danilo Boer
Director executivo criativo	Rodrigo Leal Rodrigues
Director assistente criativo	Jonathan Cruz
Redator	Bassam Doss
Redator	Lucy Elder
Director de arte	Zayd Abidi
Director de contas	Sarah Nassar
Traffic Manager	Rosemarie Jimenez
Senior Video Editor	Anthony Heneine
Video Editor	Alman Magpusao
Senior Video Editor	Antoine Nassif
Chefe de produção	Hicham Soubra
Technology Director	Joshua Mathias
Head of Digital Services	Verdrana Jovanovic
Produtor executivo	Dina Abdelraheem
Produtor executivo	Nour Abdelraheem
Director de fotografia	Ahmed Hamdi
Director's Producer	Dahlia Galal
Produção	Mina Maher
Produção	Hatem Samir
Photographer Assistant	Ibrahim Abdelrahman
Sound Engineer	Mostafa Metwally
Editor	Samir Radwan
Pós produção	Hazem Helmy
Head of Projects	Matheus Gugelmim
Head of Music Production	Daniel Dalla Corte
Music/SFX Producer	Icaro Guedes
Music/SFX Producer	Cassio Machado
Technologist	Diogo Borges
Illustrator	Hannah Prado
Illustrator	Miguel Karbage
Illustrator	Rondon Fernandes
Illustrator	Douglas Reis
Illustrator	Nesma Moharam
Illustrator	Paulo de Almeida
Musician	Jair Oliveira
Director & Editor	Maria Machado
Editor	João Machado
Motion Graphics	Janaina da Veiga
Produtor executivo	Eduardo Lubiazi
Produtor executivo	Carolina Cherobim
Post Production Supervisor	Diogo Gameiro