Unicef: Pond

Public Service/Charity Advertising - Single

2005

Grey Worldwide
t: 416-486-8813

Creative Direction: Rick Kemp Art Direction: Gerald Schoenhoff Copywriting: Matthew Bielby Photography: Ian Campbell Photography: Westside Studio Illustration: Dan Essergern Client: UNICEF Ad Agency: Grey Worldwide

People generally know that Unicef helps kids around the world. They just don't know the exact issues they help out with; child prostitution, unclean water, education, and children involved in armed conflict. But Unicef understandably won't show children in distress. That's why we chose to use miniature toy models to depict those situations. The end result ended up being more powerful than showing the real thing.