2018 Winners & Shortlists

REIMAGINE ZAHRA'S WORLD

Bronze

Case Film

Presentation Image

Client/BrandUNHCR
Product/ServicePS BATTLE
EntrantOGILVYONE Dubai, UNITED ARAB EMIRATES
Type of EntrySocial
CategoryInnovative Use of Social or Community
Idea Creation OGILVYONE Dubai, UNITED ARAB EMIRATES

The Campaign

We decided to reframe the portrayal of refugees in the media, with an innovative campaign on Reddit - A Photoshop Battle for Good that made people care about refugees again.

Creative Execution

We shared an original image of Zahra, a six year old refugee, and asked Reddit to re-imagine what Zahra’s winter, and broader life, might be like if she wasn't a refugee.

The picture of Zahra travelled around the world and 705 691 felt compelled to re-imagine Zahra’s world.

We approached Reddit, the famous online community where 8 million computer geeks use their creativity and Photoshop skills to change the context of an original image with dramatic re-creations. This time, we asked the community to embark on a one-of-a-kind battle for good.

Credits

Name Company Position
Paul Shearer Memac Ogilvy Dubai Chief Creative Officer
Logan Allanson Ogilvy One Dubai Creative Director
Prajakta More Memac Ogilvy Dubai Copywriter
Ben Griffiths Ogilvy One Dubai Head of Art
Tamer Samy Leap Studios Designer
Karim Mahmou Leap Studios Designer
Saleh Adly Leap Studios Designer
Omer Elnaiem, Aya El Hibri, Siham Salim Elnajmi, Raefah Makki UNHCR UNHCR Team
Muhammad Umair, Mouna Ghadban, Ahmed Elsherif, Ricardo Lins Memac Ogilvy Dubai Project support
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