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