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805 Million Names

Award: Wood Pencil

Wood Pencil / White Pencil - Creativity for Good / Advertising & Marketing Communications - Not for Profit / 2015

In today's world of terror and economic crises, the world's governments and media have seemingly forgotten about the 805 million people suffering from hunger. The United Nations World Food Programme wanted to remind them. Together with Forsman & Bodenfors, they created an event that took the world's spotlight from footballer Zlatan Ibrahimovi_, and turned it towards people who need it more. The event took place during a live game, and relied on Zlatan's skill to make it happen. After scoring a goal, Zlatan removed his shirt to reveal the names of 50 people tattooed on his body, names of some of the 805 million people suffering from hunger today. As per the rules of football, Zlatan was cautioned for his offense. But the message had been sent. Forsman & Bodenfors used Zlatan's body as their main media, his social media channels to kickstart the campaign, and his famous friends to help push the reach further. David Beckham and Enrique Iglesias were amongst the celebrities to support the campaign, which resulted in 3.8 million social interactions.

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