UNHCR / 2017
Reimagine Zahra’s World
A Photoshop battle that helped turn imagined possibilities into real support.
- THE IDEA
- Invite Reddit’s Photoshop community to imagine another future for Zahra and turn participation into support.
- MY ROLE
- Senior Creative Copywriter
- Families receiving winter assistance
- 1,600+
Reported in the supplied campaign case film.
- CLIENT
- UNHCR
- AGENCY
- Ogilvy Middle East
- ROLE
- Senior Creative Copywriter
- TYPE
- Participation / Fundraising
- RECOGNITION
- D&AD Wood Pencil · One Show Merit · Dubai Lynx Bronze · Cannes shortlist
The campaign
For UNHCR’s winter appeal, Reddit’s Photoshop community was invited to picture a different future for Zahra, a six-year-old refugee. Using her photograph as a starting point, people created scenes of the life she could have beyond displacement. Their creativity gave others a reason to pay attention and donate.
The supplied case film reports winter assistance for more than 1,600 families and enough funds for a new home for Zahra’s family. The campaign received a 2018 D&AD Wood Pencil for Use of Interaction and One Show Merit recognition.
- CREATIVE DIRECTOR
- Logan Allanson
- ART DIRECTOR
- Ben Griffiths
- WRITER
- Prajakta More
- PRODUCTION
- Leap Studio
Have a brief in mind?
Creative direction, writing and cultural thinking across Arabic and English.