Brief: Develop an idea for Smartlife (an organisation that supports blue-collar workers in Dubai).

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Concept: Sapna (dream) picked up Cannes Lions in Outdoor & Media (as well as the Grand Prix for Good at both Lynx & the Effies). The idea? Get Dubai’s more well off residents to do a little labour, on the labourers' behalf, by hammering a nail into the wall of dreams. Each nail cost the equivalent of 10 dollars to buy and the money raised was put towards making the labourers dreams of giving their children a better education, a reality - In just one week 17,993 nails were hammered in (enough to pay for 40 underprivileged children to receive a first class education).