Artist: Jónsi/Written By: Jón Þór Birgisson/Produced By: Peter Katis
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Music
'tornado'
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Song Title
Zlatan Ibrahimovic/Helena Seger
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Advertiser's Supervisor
Brief Explanation
Even though hunger and malnutrition is the number one risk to health worldwide, these people rarely
make the front page.
Zlatan may not know how to end world hunger, but he does know how to make the front page of
every newspaper in the world.
Together with The United Nations World Food Programme, we created an event that turned the
spotlight the world has on Zlatan, towards the people who need it more.
Results and Effectiveness
- 3.95+ million social interactions
- 4500+ television reports and new media articles
- A total reach of 870+ million people (Opportunities to see)
Creative Execution
The campaign was strictly pro bono (not even Zlatan got paid). instead of a big budget to spend on
media we used Zlatan's fame to attract attention, his body as our main media, his social media
channels to kick-start the campaign and his famous friends to help us get an even bigger reach.
Insights, Strategy and the Idea
The World Food Progamme is depending on fundings from governments all over the world.
Fundings they are really grateful for. But in this world of terror and economic crises the governments
of the world have forgotten about the 805 million people suffering from hunger in the world.
Our goal was to raise awareness about this issue. And to show the governments of the world that
their voters care for these people.
This was a global campaign. But since it was strictly pro bono (not even Zlatan got paid) we had to
reach people without using traditional media.