2018 Winners & Shortlists


Short List
Product/ServicePS BATTLE
CategoryCharities & Non-profit

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

UNHCR needed to raise money for its Winter Assistance campaign, but they had to overcome donor apathy. So we developed an innovative social media activation to reframe the portrayal of refugees in the media. Then we collaborated with the 8 million active online Reddit community. Famous for their Photoshop Battles, we gave them the chance to develop the ultimate Battle For Good. The battle that spread across the world on social media and helped paint refugees in a better light. Teaching people to empathise again, it changed the life of a young six-year-old girl and her family.

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.


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 Memac Ogilvy Dubai Project support
Social Media URL