UNICEF wanted us to engage people to sign a petition for making the UN Convention on the rights of the child a Swedish law. During 2 weeks in October, we projected moving light silhouettes of children on facades of several public places in Stockholm. They were moving: Laying down, running with large backpacks or slowly strolling, as if they had nowhere to go. Through an emotional design concept, we got people to react, and got an earned media reach of 25M. So far, 45 482 have signed our petition to make UN Convention on the rights of the child Swedish law.
Advertising Agency: Deportivo, Stockholm, Sweden