CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK

DESIGN CREDITS

Creative Directors

Chi-An De Leo, Joshua Breidenbach

Designers

Hai Nguyen, Nguyen Huynh, Jennifer Chan, Kornelia Engqvist

Project Manager

Lan Que


TAGS

, , , , , , ,


LINKS

Rice Creative
UNICEF ZEROawards

UNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice CreativeUNICEF ZEROawards by Rice Creative

CLIENT

A United Nations pro­gram head­quar­tered in New York, NY, that pro­vides long-term human­i­tar­ian and devel­op­men­tal assis­tance to chil­dren and moth­ers in devel­op­ing countries.


BRIEF

Cre­ate a strate­gic plat­form from which sig­nif­i­cant funds could be solicited from Viet­namese elite to sup­port UNICEF Viet­nam locally. As Viet­nam entered a mid­dle income global sta­tus, UNICEF Viet­nam became inel­i­gi­ble for some exter­nal funds. Even so, 100 chil­dren would die daily of pre­ventable causes in the coun­try. Aware­ness of UNICEF was low, though they had oper­ated in Viet­nam suc­cess­fully since the mid 1950s. UNICEF needed a fundrais­ing plat­form which would cap­ture the imag­i­na­tions of Vietnam’s most suc­cess­ful indi­vid­u­als and cor­po­ra­tions and inspire them to gen­er­ously donate.


APPROACH

Build­ing upon UNICEF’s global plat­form “Believe in ZERO” we cre­ated and branded a new, high pro­file prop­erty called the UNICEF ZEROawards cel­e­brat­ing human­i­tar­ian acts by Viet­namese individuals—trophies would be awarded at a cer­e­mony. The brand is cen­tered around a sim­ple logo mark which visu­ally explains the cause with a call to action, a zero is built from hun­dreds of plus signs, with each plus rep­re­sent­ing the power of indi­vid­ual dona­tions to make ZERO become a real­ity. UNICEF raised US$440,000 in one night. 176% higher than their quarter-of-a-million-dollar goal and nearly four times higher than lead­ing fundrais­ing events prior. With this, a min­i­mum of 50,000 chil­dren will be treated.

I would sum­ma­rize my expe­ri­ence with the Rice Cre­ative team in two words: organic and authen­tic. I say organic because the con­cept did not hap­pen overnight, as if there was an exist­ing idea which was slightly cus­tomized. The idea emerged from mul­ti­ple, in-depth, engag­ing dis­cus­sions to truly under­stand UNICEF, our prin­ci­ples, goals, and chal­lenges. I use authen­tic because from top to bot­tom, head to toe, the idea also emerged from within, from real pas­sion and thought­ful­ness. As a client, I could not be more thrilled with the team and most impor­tantly, the end result for the Viet­namese chil­dren that we serve. — Lara Vu, Head of UNICEF HCMC Office and Pri­vate Sec­tor Partnerships

Browse entries