End Unicef Unicef

Overview

Despite the impressive work that Unicef do with millions of children around the world, in the last few years their task has lost relevance in our society, becoming almost invisible. So many conflicts, so many NGO’s… Unicef seems so big people assume they don’t need any help, which is not true. In order to recover funds, mainly from individuals through donations, we desperately needed to differentiate us from the rest, enhancing our values and attributes. That’s why we decided to launch a multi-channel campaign with the digital channel as a means of mobilization and response to our target, all Spanish society, but focusing in men and women of age with affinity for social causes.

#ENDUNICEF campaign was conceived to arise consciousness about Unicef ‘s fundraising needs. Nobody can possibly imagine the day there’s no more hunger, the day the rights of all children are respected, the day when Unicef is no longer needed. To convince the world it is possible, we made this future come true.

We put all Unicef goods and offices up for sale with mock-ups of standard online ads featured in second hand apps. We shut down our website and our social media for a day. The ads surprised regular on-line buyers, looking for used cars, etc. Once they clicked on it, the ads redirected them to specific information on how to help. We also aired our 60” commercial, and different 10” commercials with messages from Unicef Ambassadors, each one shot in a different location - including Pau Gasol at San Antonio, Texas- with a neutral backdrop to keep aesthetic consistency.

The Hashtag #ENDUNICEF was a trending topic the whole day (03/07/2017) in Spain. Over 250 Million Impressions. A reach of 50 Million. Our commercial got 1 million views on Facebook. And featured in all digital media.

Awards

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2017 Festival El Sol

Medios / Gran Premio

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2017 Festival El Sol

Mejor Uso de Medios Integrados / Oro

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2017 Festival El Sol

Innovación en Creatividad y Estrategia / Oro

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2017 Festival El Sol

Piezas de Respuesta Directa en Maketing Directo / Oro

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2017 Festival El Sol

Servicios Públicos Sin Ánimo de Lucro en Campañas Integradas / Plata

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2017 Festival El Sol

Responsabilidad Social y Corporativa en Marketing Corporativo / Plata

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2017 Festival El Sol

Email de Respuesta Directa en Marketing Directo / Bronce

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2017 Festival El Sol

TV - Cine / Bronce

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2017 El Ojo Festival Iberoamericano

Best Local Idea (Spain) / Gold

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2017 El Ojo Festival Iberoamericano

Media Mix / Gold

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2017 El Ojo Festival Iberoamericano

PR Public Welfare Actions / Gold

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2017 El Ojo Festival Iberoamericano

Integrated Campaigns / Silver

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2017 El Ojo Festival Iberoamericano

Interactive – Viral marketing / Bronze

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2017 El Ojo Festival Iberoamericano

Promo & Activation / Bronze

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2017 El Ojo Festival Iberoamericano

Direct Marketing – Best Action that created fidelity or branding / Bronze

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