UNHCR (United Nations High Commission For Refugees) Film, Digital, Case study Reimagine Zahra's World by Memac Ogilvy & Mather Dubai

Reimagine Zahra's World

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Industry Charities, Foundations, Volunteers
Media Film, Digital, Interactive & Mobile, Case study
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Copywriter Prajakta More
Released May 2017


D&AD Impact 2017
Civic Engagement - Wood Pencil
Diversity & Equality - Wood Pencil

Credits & Description

The Ultimate Photoshop Battle for Good
Category: Public Interest, NGO
Media: Film
Client: Unhcr, The Un Refugee Agency
Agency: Ogilvy
Geo: United Arab Emirates
Advertising Agency: Memac Ogilvy, Dubai, United Arab Emirates
Copywriter: Prajakta More
Published: May 2017
To launch a successful fundraising campaign, we needed a way to overcome the apathy and reframe the portrayal of refugees in the media. We asked the Photoshop community to reimagine the world of a refugee child. They did and people donated to make it happen.
UNHCR wanted to overcome donor's apathy and reframe the portrayal of refugees in the media. We turned to Reddit. The Reddit community is famous for its Photoshop battles. Millions of Redditors use their creativity and Photoshop skills to change the context of an original image. This time, we asked the community to embark on a one-of-its-kind Photoshop battle. To reimagine what a refugee child's world would be if she weren’t stuck in a refugee camp.