Group Creative Director
CFPA®
Breakchains with Blockchain
Breakchains with Blockchain
Every year,
tens of thousands of women
are sent to prison for loans worth
as little as $254.
They are called Al Gharemaat. The Fined.
Most borrowed for the smallest reasons:
medical care, a washing machine, a step toward independence.
None of them ever expected the cost to be their freedom.
Breakchains with Blockchain became the first NFT collection created to free them.
Artists from around the world turned each woman's story into a piece of art.
Every token sold paid off a sentence and brought a mother home.
Unlike Bored Apes or Lazy Lions, the value of these tokens wasn't speculation.
It was the price of a human's liberty.
Agency:
FCB Dubai
Role:
Associate Creative Director
Art Director
FCB Dubai
Role:
Associate Creative Director
Art Director
In Egypt, under Article 341,
defaulting on a loan is a criminal act
that carries a prison sentence.
To raise awareness about a topic no one cares about,
we jumped on the trend everyone was talking about, NFTs.
"Unlike Bored Apes or Lazy Lions,
the value of these tokens is the price
of a human's liberty"
Artists from around the world created pieces
of art inspired by the stories of these women.