Brand | UNHCR |
Product/Service | PS BATTLE |
Entrant | OGILVYONE Dubai, UNITED ARAB EMIRATES |
Category | Charities & Non-profit |
Idea Creation
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OGILVYONE Dubai, UNITED ARAB EMIRATES
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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.
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.
On social media the re-created images struck a chord, motivating people to donate and turn the images into reality for Zahra. The campaign was a great success, with the UNHCR actually managing to raise enough money to buy Zahra and her family a new home.
The Situation
UNHCR needed to raise money for its Winter Assistance campaign for refugees, but they had to overcome donor apathy. So we developed an idea to change their perception and behaviour by reframing the portrayal of refugees in the media. Then we collaborated with the eight million-strong online Reddit community. Famous for their Photoshop Battles, we gave them a chance to develop something special with the ultimate Battle For Good. A battle that spoke directly to people around the world, helping them feel empathy again, helping paint refugees in a better light and changing the life of a young six-year-old girl
The Strategy
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
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 |
Links
Social Media URL