Good Campaign of the Week is a regular feature that celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good.
'805 Million Names': the World Food Programme Social Good Campaign
Creatives are always looking for new platforms and mediums in which to deliver their messages. Each year, the outdoor advertising categories play host to an array of creative innovations; from the technological (like BA's Magic of Flying), to the artistic (IKEA's RGB Billboard), to the downright clever (Kit Kat's 'Have a Bar').
Increasingly too, we’re seeing brands eschewing the traditional media available to them and taking advantage of the world around them in search for a new canvas – and earlier this month, Forsman & Bodenfors may have come up with one of the most unique canvases yet.
To promote the cause of the United Nations’ World Food Programme, they used the torso of one of the world’s highest profile footballers, Paris St. Germain’s Zlatan Ibrahimovic.
Remarkably, it was Zlatan who approached the Swedish creative agency to develop a campaign, after he was announced as an ambassador for the UN programme (having worked with the agency previously).
So to draw attention to the plight of those in the world suffering from hunger, Forsman & Bodenfors came up with the idea of Zlatan using his body to deliver the campaign message, covering himself in temporary tattoos, which he then revealed upon scoring by taking his shirt off.
With little context for the onwatching fans, following the game Zlatan uploaded a film to his Instagram account explaining the connection:
“Wherever I go people recognise me, call my name, cheer for me,” Ibrahimovic says in the clip. “But there are names no one cheers for. There are 805 million people suffering from hunger in the world today. Too many of them are children. They are struck by war, natural disasters and extreme poverty. I have supporters all over the world. Beginning today, I want this support to go to the people who really need it.
“So whenever you hear my name, you will think of their names. Whenever you see me, you will see them.”
By having a true football superstar make such a bold statement on the pitch without any prior warning, the story was immediately picked up by global media, generating huge awareness. The following day, a press conference was held with Zlatan to officially launch the campaign and a website launched where each of the stories behind the 50 different names could be explored further.
Sportsmen and women are occasionally known for using their status as a platform to raise awareness for a social or political cause, but it’s difficult to recall seeing a star doing so in such a unique way.
Watch 805 Million Names – Zlatan Ibrahimović Below
D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.