| Title | FOR SOFIA |
| Brand | UNICEF SWEDEN |
| Product/Service | NGO |
| Category |
B12. Brand Voice & Strategic Storytelling |
|
Entrant
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EDELMAN DEPORTIVO Stockholm, SWEDEN
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|
Idea Creation
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EDELMAN DEPORTIVO Stockholm, SWEDEN
|
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Media Placement
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EDELMAN DEPORTIVO Stockholm, SWEDEN
|
|
PR
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EDELMAN DEPORTIVO Stockholm, SWEDEN
|
|
Production
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PIXELGRINDER UPPSALA, SWEDEN
|
Credits
| Edelman Deportivo |
Edelman Deportivo |
Edelman Deportivo |
| Pixelgrinder |
Pixelgrinder |
Production Company |
The Campaign
What if one child could give a face and a voice for all the children that are neither seen or heard in emergency areas across the world? And what if that child’s voice could tell the true brand story behind UNICEF’s important work everywhere?
#For Sofia. We used 500 images of children in UNICEF emergency areas and morphed them into one girl. We named her Sofia (the world's most common girls name). Then we got the 3D animators from Planet of the Apes and Avatar to bring her to life. In a Facebook film, Sofia could give a voice – and a face – to all those children who are not heard or seen today. The call to action: "Help the children no one sees. Join us in the fight for a better future. For every child. Become a Global Parent today. unicef.se/sofia”
Execution
Implementation
We morphed together 500 images of children in UNICEF emergency areas, using the tool Face Research. The final image was mounted on our 3D-model, which was made by scanning an actress similar to the morphed image, using our photogrammetry 3D scanner.
Placement
Facebook was our main channel for the film. We added it on Youtube, to make it easier for journalists to highlight the iniative. The film was strongly supported by PR and UNICEF:s owned channels. The film was also exhibited on Stockholm Art Week, in prestigious Gallery Duerr.
Timeline
The campaign ran ran between 12th April - 2th May 2016, and was launched with the film on Facebook. Followed by a media and blogger’s outreach. UNICEF’s Ambassadour highlitghted the campaign in their own channels and told the stories of children in emergencies that no one talks about.
The campaign objective was to market the need for more World Parents (monthly donors) in Sweden – but the outcome was a lot more than that. Our made up virtual girl Sofia made a huge impact all over the globe and the campaign got an earned media reach for this particular subject of 663 million people. The film had 987 000 views on Facebook, Instagram and YouTube, which is a new record for UNICEF Sweden. But most importantly, we recruited 37% more World Parents compared to the same campaign period in the previous year. All this with a media budget of just 5600 USD.
The Situation
PR has always been about storytelling and creativity. For an NGO like UNICEF it is increasingly difficult to be as original as you need to be in your storytelling to earn your space in editorial and social media – and to meanwhile stay true to your brand voice. We found a new way to tell a highly brand relevant story. An intriguing and moving one, that earned its way into people’s minds and hearts.
The Strategy
Our strategy was to find a new and innovative way of taking a well known disadvantage for NGO’s – that news media favors one crisis, one subject, one area at the time – and make it the fuel of our whole idea. Because with today’s technology, we could actually invent a virtual girl who could be the face and the voice for all the children never seen or heard. Making sure that we used the faces of real children from neglected emergency areas, and real stories, who is to tell what is real and what is not? Maybe Sofia, although she is made up, would bring the realest message there is, unfiltered and unadapted to the news agenda. And true to the UNICEF brand voice.