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
Role
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