Cannes Lions

UNICEF

JWT , Madrid / UNICEF / 2010

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Film

Overview

Entries

Credits

Overview

Description

Unicef’s aim is helping kids in the third world and needs more supporters.

In this tv ad, the famous NBA player Pau Gasol, helps a sick kid to get well following an old legend. This is a clear example that every little helps to save the kids by supporting Unicef.

Execution

CREATING A NEW DONATION CHANNELIn order to get donations urgently we visited places where people are already accustomed to paying for water like, for example, vending machines. Our proposal was for people to continue doing so but with a different objective in mind.We installed a new option called “Water for Haiti”. When you push the button you buy a bottle of water from Spain, which will ultimately be drunk where it is most needed: in Haiti.The affordable price of 20 cents turned out to be the exact change left over from the purchase of a soft drink, making the donation even easier.

Outcome

CHANGING CONSUMER HABITSWith zero investment and, in just one week, we managed to generate a new consumer habit; one in three people who bought a soft drink bought a bottle of water for Haiti; and half of these people had never donated to charity before in their life.Furthermore, the low price of the donation encouraged many consumers to donate money on a regular basis.This positive outcome turned a simple campaign into an ongoing donation channel that is spreading in popularity from month to month; because at the end of the day we are always going to need water.

Similar Campaigns

12 items

Return to Sender

FREUNDLICHE GRÜSSE, Zurich

Return to Sender

2018, PUBLIC EYE

(opens in a new tab)