PRO BONO PROJECT
This invite-only Pro Bono Project is facilitated by the Cannes Lions International Festival of Creativity. It’s an initiative that brings together creatives from around the world to collaborate on charitable briefs for global causes. Now in its fourth year, the 2024 brief was a partnership with UNICEF, focusing on inspiring action and hope for children worldwide.
INSIGHT
Today’s youth, Gen Z in particular, feels disconnected from large organizations like UNICEF, where their contributions seem impersonal and distant. In a world where they already grapple with a sense of powerlessness, they crave more than just being donors—they want to be partners of change.
IDEA
Let’s turn Gen Z’s sense of disconnection from large organizations into an opportunity for real participation. By pledging to “get their hands dirty”—metaphorically and sometimes literally—we give them ownership through a dedicated app. This app puts Gen Z at the heart of the movement, allowing them to drive its momentum and shape a culture that keeps UNICEF culturally relevant and impactful in today’s world.
CLIENT : UNICEF
AGENCY : Cannes Lions
ROLE : Art, Copy & Design
