UNLOCK THEIR POTENTIAL
THE BRIEF
Challenge, and shift, people’s perception of refugee and migrant children for the launch of UNICEF’s new global flagship campaign – ‘Reimagine’.
THE IDEA
As we headed into the first national lockdown, many people turned to gaming more than ever. We realised the gaming world is one where you’re judged purely on abilities.
We wanted to do something different, stepping away from the victim-led charity narrative and instead championed the skills and future potential of these children. So we turned the stories of three inspiring young kids, Sama, Nora and Pouya, into game characters.
Collaborating with the three children - Pouya, Nora and Sama - we showed the determination they have to fulfil their future hopes and dreams. But to reach their next milestones, they’ll need society’s help to unlock their future potential.
Building off the back of the hero film, we teamed up with video game publisher, Gameloft, to turn the children into the lead characters of a mobile game.
The mini game was rolled out as an ad for gamers, who instead of watching it passively had the chance to play it to unlock rewards for their own gameplay; because just as they expand your game, when accepted they can expand society.
This UNICEF campaign was the agency’s first remote overseas shoot. Using software QTake we were able to shoot and direct from our bedrooms and living rooms in a 14 hour-long video call with Greece.
results to date
446M USER REACHED
Globally across all platforms with the campaign hero film
16+ Global Markets
It was adopted across the world in countries such as the UK, Australia, Turkey, China, Niger & Peru to name a few; fast becoming UNICEF’s most adopted and effective ‘Reimagine’ campaign package
400K LANDING PAGE IMPRESSIONS
The campaign increased the donation page dwell time by 15 minutes
61% GAME COMPLETION
The mini-game ad became one of Gameloft’s most successful brand partnerships of all time
PRESS
Campaign Ad of The Day, David Reviews 5* & David Review’s Pick of The Day, Little Black Book’s Work of the Week, AdAge Editor’s Pick, Best Ads