UNHCR (United Nations High Commission For Refugees) Design & Branding PEACE AVATAR by Dentsu Inc. Tokyo


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Industry Charities, Foundations, Volunteers, Human Rights
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Makoto Teramoto
Art Director Yukie Tamura, Ms. Emi Kubota
Copywriter Takuya Shiomi
Released October 2010

Credits & Description

Category: Online Digital Design
Advertiser: UNHCR
Product/Service: CHARITY
Agency: DENTSU
Date of First Appearance: Nov 1 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.interactive-salaryman.com/pieces/peace_avatar_e/
Creative Director: Makoto Teramoto (Dentsu)
Creative Director/Planner/Copywriter: So George Sugitomo (Dentsu)
Copywriter: Takuya Shiomi (Dentsu)
Art Director: Yukie Tamura (Dentsu)
Art Director: Emi Kubota (Dentsu)
Media placement: Web site - NHN Japan - 1-Nov-10

Describe the brief from the client
Natural disasters, world politics and religious conflicts are forcing many refugees to live outside their home all over the world.
Today more than 36.5 million refugees need the aid from UNHCR to survive.
Make the young Japanese generation understand the refugee problems around the world and participate in the UNHCR activity.

Describe the challenges and key objectives
Decorate your Avatar with traditional ethnic clothes sponsored by UNHCR, and the proceeds will be donated to UNHCR, through Japan.
We designed the “PEACE AVATAR” based from the actual ethnic clothes the refugees wore. The clothes are traditional, beautiful and represent their culture deeply, but owing to their refugee situation they cannot even wear their own clothes.
“PEACE AVATAR” is not just a fashion, but a fundraiser, a statement, and a real lifesaver.

Describe how you arrived at the final design
Avatars are very popular among the Japanese SNS users, especially the young generation, and it is used as a personal expression and communication tool. Avatar users want to dress up their Avatars so they can show off their Avatar fashion to everyone and spark communication.
“PEACE AVATAR” allowed the young Japanese to understand more about refugee problems around the world, and about the UNHCR activity as they decorated their Avatars. Avatar clothes could be sent as a present to friends by SNS, spreading the project widely.

Give some indication of how successful the outcome was in the market
“PEACE AVATAR” was sold from November 1st 2010.
Total sales over 10,000 USD in the first 6 weeks.
6,011 Water Buckets, 7,005 Aid Mattresses, and 1,6112 Vitamin Nutrients
were donated and reached the refugees in need.