Solidarität für Flüchtlinge: Kampagne für UNHCR
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Ambient Media & Outdoor Advertising
Details
To foster solidarity for refugees in Germany, we leveraged the nation's history to show that anyone could become a refugee. By juxtaposing images of refugees across different eras using lenticular prints and digital animations along with a subtle change in headlines, the campaign highlighted the timeless similarities among refugees. The campaign aimed to shift perceptions, encourage visits to the UNHCR website, and most importantly, spread a message of solidarity.
The Jury‘s Statement
With the campaign "Solidarity for Refugees", UNHCR impressively shows how brand communication in public space can pick up on profound social topics and put them up for discussion. The innovative use of lenticular printing and digital animations shows refugees from different eras - and makes it clear that everyone can become a refugee, including in Germany. This is a strong sign of solidarity. This creative approach promotes the perception of the topic and encourages visitors to the website. UNHCR thus impressively demonstrates that brand communication can have a strong and moving effect in the service of society.
