UNICEF (United Nations International Children’s Emergency Fund) Print, Outdoor Minh Nguyen by Happiness Brussels, Happiness Saigon

Minh Nguyen

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles
Market Belgium, Vietnam
Agency Happiness Brussels
Creative Director Paul Busschau
Creative Sara West, Lize Geysens
Agency Happiness Saigon
Released April 2016

Awards

One Show 2017
Print & Outdoor Craft: Printing / Production - Single Or Campaign Bronze

Credits & Description

Title: Song Dong Nai
Media: Print
Category: Public interest
Client: Unicef Global
Product: #Nofilter
Agency: Happiness, Saigon / Happiness, Brussels
Country: Vietnam
Chief Creative Officer: Geoffrey Hantson
Creative Director: Paul Busschau
Creative: Sara West
Creative: Liza Geysens
Producer: Huynh Tram
Chief Executive Officer: alan cerutti
Head of Art: Lennert Vedts
Account Manager: Livia Lancelot
Photographer: Teo Chai Guan
The Campaign
A well-known Vietnamese Portrait Photographer took pictures of Vietnamese children living along polluted rivers. Then we developed the pictures the old analogue way, in water and a dark room. But we developed it in the polluted water of the river of their neighborhood. The result was stunning. And frightening. If impure water does this to a picture, imagine what it does to the health and wellbeing of a child. Clean water matters.
Creative Execution
A well-known Vietnamese Portrait Photographer took pictures of Vietnamese children living along polluted rivers. Then we developed the pictures the old analogue way, in water and a dark room. But we developed it in the polluted water of the river of their neighborhood. The result was stunning. And frightening. If impure water does this to a picture, imagine what it does to the health and well being of a child. Clean water matters. The pictures damaged by the polluted waters were then used for a print and poster campaign. Every picture featured the name of the child and the name of the river from which water was used to develop the picture.
Indication of how successful the outcome was in the market
It became a big topic in Vietnam daily conversation. Especially since Vietnam was going through a very dry period, which made the problem even worse.
The main target audience was general public AND government. By demonstrating what polluted water does to a picture, everybody could imagine what that polluted water can do to the health and wellbeing of children living alongside that river... even brushing their teeth with the polluted water of that river.