UNICEF Thailand 70 years
Client : UNICEF Thailand
Advertising Agency : Brands for Humans (Asia)
Position : Associate Creative Director
In 2018 UNICEF has celebrated their 70 years in Thailand still most Thais does not know what UNICEF exactly does. UNICEF is a well-respected brand, but some serious questions exist around transparency and relevant outcomes for Thais. They also create a lot of content talking about what it does, but a lot of it is not seen by the public. IF THEY DON’T KNOW WHAT WE DO. THEY WON’T CARE ENOUGH TO TAKE ACTION
So we created 2 phases of campaign; 1st phase is HERO FOR CHANGES, an awareness campaign that celebrates Thailand’s achievements in changing the lives of children and the people that help make it happen over the past 70 years. We wanted to tell the story of UNICEF Milestones of the past 70 years through the personal stories of Thais who benefited from this.
The 2nd phase is Art for The Future, an engagement and activation campaign that brings urgency to present day challenges that Thai children are still facing and gets people talking about the issues and empowers the public to stand up and be heroes for the children of Thailand.
We created 60 second campaign introduction video talking about what the campaign was all about, what the problems were, what artists were involved to make it notice, and how people could be involved and be part of the solution. 4 ANIMATIONS which each highlighted on the problem in the 4 areas, UNICEF was looking to address the current problems and into the future. Each story highlighted one issue per story in each of our 4 key areas and how people can get involved to be part of the solution.
Also create 16 on ground street arts with QR code to bring people cross-platform, from on ground to online and from website and online ads to on ground.