UNHCR (United Nations High Commission For Refugees): Case study

Credits & Description:

Client: Unhcr
Product: Ps Battle
Agency: Ogilvyone Dubai, United Arab Emirates
Entrant: Ogilvyone Dubai, United Arab Emirates
Product/Service: Ps Battle
Idea Creation: Ogilvyone Dubai, United Arab Emirates
Chief Creative Officer: Paul Shearer (Memac Ogilvy Dubai)
Creative Director: Logan Allanson (Ogilvy One Dubai)
Copywriter: Prajakta More (Memac Ogilvy Dubai)
Head Of Art: Ben Griffiths (Ogilvy One Dubai)
Designer: Tamer Samy (Leap Studios)
Designer: Karim Mahmou (Leap Studios)
Designer: Saleh Adly (Leap Studios)
Unhcr Team: Omer Elnaiem, Aya El Hibri, Siham Salim Elnajmi, Raefah Makki (Unhcr)
Project Support: Muhammad Umair, Mouna Ghadban, Ahmed Elsherif, Ricardo Lins (Memac Ogilvy Dubai)
Published: May 2017
Short Synopsis:
To launch a successful fundraising campaign, we needed a way to overcome the apathy and reframe the portrayal of refugees in the media. We asked the Photoshop community to reimagine the world of a refugee child. They did and people donated to make it happen.
UNHCR wanted to overcome donor's apathy and reframe the portrayal of refugees in the media. We turned to Reddit. The Reddit community is famous for its Photoshop battles. Millions of Redditors use their creativity and Photoshop skills to change the context of an original image. This time, we asked the community to embark on a one-of-its-kind Photoshop battle. To reimagine what a refugee child's world would be if she weren’t stuck in a refugee camp.
Synopsis:
The Campaign:
We decided to reframe the portrayal of refugees in the media, with an innovative campaign on Reddit - A Photoshop Battle for Good that made people care about refugees again.
Creative Execution:
We shared an original image of Zahra, a six year old refugee, and asked Reddit to re-imagine what Zahra’s winter, and broader life, might be like if she wasn't a refugee.
The picture of Zahra travelled around the world and 705 691 felt compelled to re-imagine Zahra’s world.
We approached Reddit, the famous online community where 8 million computer geeks use their creativity and Photoshop skills to change the context of an original image with dramatic re-creations. This time, we asked the community to embark on a one-of-a-kind battle for good.