Pinning their Hopes by Weapon7 London for UNICEF (United Nations International Children’s Emergency Fund)

Pinning their Hopes

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Industry Charities, Foundations, Volunteers, Human Rights
Media Case study
Market United Kingdom
Agency Weapon7 London
Executive Creative Director Jeremy Garner
Creative Director Jason Cascarina, Anthony Mcginty
Art Director Janelle Feliciano
Copywriter Darren Searle
Released May 2012

Awards

Cristal Awards 2012
Media Cristal BEST USE OF SOCIAL MEDIA EMERALD (BRONZE)

Credits & Description

Advertiser: UNICEF
Agency: WEAPON7
Category: Viral Marketing
Advertising campaign: PINNING THEIR HOPES
Creative Director: Anthony Mcginty (Weapon7)
Art Director: Janelle Feliciano (Weapon7)
Creative Director: Jason Cascarina (Weapon7)
Account Director: David Kennedy-Cosgrove (Weapon7)
Copywriter: Darren Searle (Weapon7)
Executive Creative Director: Jeremy Garner (Weapon7)
Business Development Manager: Nisha Mandalia (Weapon7)

Brief Explanation
Pinterest has over 11 million users, pinning ‘wishlists’ of everything from designer fashions to must-have gadgets. We spotted an opportunity to shake up this community.We created the profile of a 13 year old girl from Sierra Leone and filled her board with much more urgent needs - food, water and a decent education.