hope in action

unicef · integrated campaign · 2024

problem

unicef is losing connection with gen z. 75% find the future frightening, 55.7% believe humanity is doomed. in this climate, hope feels naive – and unicef's mission becomes invisible to the generation that could carry it forward.

idea

reframe hope as something active, not passive. "hope in action" hijacks the pop culture moments gen z already loves – streaming, gaming, music – and places unicef's real-time results right next to fictional heroes saving the world.

solution

an ai links streaming platforms' databases with unicef's annual report to generate contextual 5-second messages in real time: "while beth mastered chess, unicef helped 18.6 million children access education." the platform spans ott, twitch, spotify, tiktok (#hopecore), and ooh – all driving to a landing page for donations or volunteer sign-ups.

credits

role
art direction and concept
team
kunal khade, mohamad al qarawi, marion mondoloni, melissa duarte de almeida, niamh aremband
awards
global winner · cannes lions — the brief
hope in action – image 1hope in action – image 2hope in action – image 3hope in action – image 4hope in action – image 5hope in action – image 6hope in action – image 7

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