2020/2021 Winners & Shortlists

THE CLASS OF NO TOMORROW

Bronze Lynx

Demo Film

Digital Proof JPG

BrandUNICEF
Product/ServiceSAFE SCHOOLS DECLARATION
EntrantTRAFFIC DIGITAL Dubai, UNITED ARAB EMIRATES
CategoryOutdoor
Idea Creation TRAFFIC DIGITAL Dubai, UNITED ARAB EMIRATES
Idea Creation 2 UNICEF New York, USA
Media Placement IMOSION Dubai, UNITED ARAB EMIRATES
Media Placement 2 JCDECAUX SPAIN Madrid, SPAIN
Production FINELINE SOLUTIONS LIMITED Bristol, UNITED KINGDOM
Production 2 IMOSION Dubai, UNITED ARAB EMIRATES

Cultural / Context information for the jury

Over 350 million children worldwide live in conflict zones today. Since 2014, armed conflicts attacked education in 87 countries leaving 1 in 3 children out of school. To help protect these children and their education, the Safe Schools Declaration was formed in 2015. However, as of May 2019, not even half of the world’s countries had committed to the declaration. [1] The exhibition was launched at Palma De Mallorca Airport ahead of and during the Third International Conference on Safe Schools held in the city. [1] UNICEF, Education Under Attack, 2018

Tell the jury about the art direction.

The Class of No Tomorrow featured three symbolic sculptures of children built with wood from conflict-destroyed schools in Iraq, South Sudan and Ukraine. We first created 3D models to resemble real-life children affected by conflicts. These models ensured that their facial expressions and physical features were crafted to strike the right balance between viewer empathy and sympathy. We also 3D-printed mini prototypes for sense and balance checks. And to ensure maximum authenticity, we scaled the sculptures to life-size heights. All of this was then fed into CNC machines for carving. While we retained the original burn marks and holes on the wood, a few finishing touches were added for aesthetics. To complement the viewing impact of the sculptures, the exhibition area was subtly marked with bullet holes, broken walls and a TV display disguised as a chalkboard.

Credits

Name Company Role
Tuki Ghiassi Traffic Digital Executive Creative Director
Ross Davies Traffic Digital Creative Director
Jayesh Seth Traffic Digital Art Director
Zaheen Bagasrawala Traffic Digital Copywriter
Louise Dunne Traffic Digital Account Manager
Sophia Kenvold Traffic Digital Regional Head of Marketing & Communications
Nicholas Ledner UNICEF Campaign Director
Toby Fricker UNICEF Campaign Lead
Samuel Milton Fineline Production Manager
Dave Thompson Fineline Carpenter
Sarah Grower Fineline Model Maker
Harry Richardson Fineline Model Maker
Islam Fahim Imosion Creative Creative Producer
Emma Hutchman Imosion Creative Creative Producer
Jed Balatbat Imosion Creative Project Co-ordinator
Marine Cabana JC Decaux Spain Sales Manager
Links
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