The United Nations wanted to find an engaging way of talking to modern day Australians, particularly the youth, and making them aware of the many and varied issues in today's multi-cultural society. The problem is the people who really need to be heard are the ones who don't normally have a voice. So by using revolutionary digital image recognition technology they could make a poster and press ad talk for the very first time and actually give everyone a voice. In a small market like Australia, over a 2 week period, more than 35,000 people "listened" - making this the country's most successful UN brand campaign to date. Due to its overwhelming success next year the UN is going to roll it out globally in all major cities. Bronze Direct Lions Winner.
Agency: Saatchi & Saatchi Sydney, Australia.