UNICEF - "The Real Challenge"

Mutant Antwerp, Belgium

Awards

2112

This ad is part of the ACT Responsible Collection

Brand: UNICEF
Country: Belgium

Advertiser: UNICEF

Title	The Real Challenge
Agency	Mutant
Campaign	The Real Challenge
Advertiser	UNICEF
Brand	UNICEF
Posted	December 2020
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	To commemorate the 30th anniversary of the Convention on the Rights of the Child (CRC30) we wanted to find a way to include children from all parts of the world in this complicated matter. Thus, we turned to TikTok and its half billion young users. We studied the style and mechanics of this unique social network and pledged to create a campaign completely in its language.The most common activity on TikTok is, challenges. “You create a routine and I’ll copy it.” It’s as simple as it is entertaining. To remind children of the fact that this right to express themselves freely didn’t come easily, we created a different type of challenge: The Real Challenge. We asked them to step in the shoes of their less fortunate peers: Young kids who are forced to work instead of playing; Girls who are perceived as lesser beings than boys; Children who are being separated from their families against their will and so on. With the help of international TikTok influencers, various challenges were spread and the results were massive.
Media Type	Social Media
Length	120 seconds
Production Company	Roses Are Blue
Creative Director	Odin Saillé
Client Director	Emilie Kino
Art Director	Alex Noten
Copywriter	Auke Moonen
Art Director	Johan Van Oeckel
Copywriter	Sven Van Hooydonck
Executive Producer	Robbe Demuynck
Producer	Catherine Hauben
Director	Gijs Polspoel
Director of Photography (DOP)	Jan Mestdagh