UNICEF's main income source comes from donations. But nowadays it's getting harder to engage with Portuguese people and get them involved. This is, in part, due to the fact that most of UNICEF's intervention is so far away from our homes and our realities. It seems that we're desensitized and sceptic: the harsh reality of children around the world doesn't chock us and we question the difference we can actually make with our individual contribution. On the other hand, it's easy to get caught up in futile matters that entertain our minds. This campaign comes as a wakeup call in disguise. What looks at first glance an ad for a watch, a smartphone or a bag, quickly becomes a very effective way to visualize the impact we can make in children's lives. It shows that you can actually make a difference with a fraction of your vanities.
Creative Director:Rui Soares
Art Director:Rui Soares, Júlio Ferreira
Strategic Planner:Inês Mateus de Almeida
Account Manager:Bárbara Novo