UNICEF - I AM Campaign

On 7th February 2025, Trump announced that he was planning to close down USAID. As UNICEF’s biggest funder, and the US agency responsible for giving aid to billions of people in developing countries around the world, this caused a huge shock. The next day, we were given two weeks to deliver a campaign to raise $1 billion for UNICEF, using only existing footage. The campaign needed to ignite a desire in people to take action, to step up in the face of all the bleak news and understand the power they can have as individuals when they act for something bigger than themselves. Two weeks later, we had a toolkit of films and stills that were adopted by UNICEF markets all over the world, igniting a global movement for action.

Agency: VML Portugal
Client: UNICEF
Role: Art Direction, Graphic Design
Copywriter: Oriel Wells