Unicef "Minesweeper"

Unicef is undertaking mine action in mine-affected areas all over the world. Objective for the online campaign: -to generate attention for childeren suffering under the perfidious remains of conflicts in Africa: landmines - to generate donations for the dedicated Unicef program the online ads should make internet users deeply concerned - but not shocked. They created interactive online ads that look like the well-known computer game minesweeper. But unlike the original game their ad-game ends abruptly. With the very first click/step he hits a mine and the game is over. Just like in reality of many childeren in Africa, who are killed or mutilated by landmines every day. Clickrates appr. 1,62% scoring above average compared to other campaigns with similar formats.

Agency: Plan.Net Hamburg, Germany.