UNICEF UK

UNICEF UK puts storytelling at the heart of its marketing.

As Motion Content Director at Manifesto, I worked in collaboration with UNICEF UK’s brand and digital teams to create a new visual storytelling style, through animation.

They are an organisation rich in story, but capturing footage in the field has its challenges.

My team and I developed the animation visual identity and asset bank, enabling us to create content at speed to inspire UNICEF UK’s prospective donors.

The partnership evolved from the 2D animation style with a brief to create a new brand film.

It started as a simple 'explainer' video brief. I saw a bigger opportunity.
To tell the story of UNICEF and the amazing things they do from the perspective of a child in danger, set within a simple context of childhood - a pop-up book.

We follow a central character, as each page turns we enter a new scene. 

The narration feels child-like. Almost a fairytale, but very real and at times, harrowing.
The narrator is the actor, Michael Sheen OBE.

The animation style also manifested in key marketing moments, inspiring the Christmas campaign, Santa’s Little Helpers. The annual digital campaign educated a young audience and generated greater awareness with their parents. 

I evolved the original concept and lead the creative, producing an engaging animated experience with ‘choose-your-own-adventure’ interactivity. The child is invited to go on a journey with Santa, delivering gifts all over the world.

The core aim of the campaign was to drive a conversation between children and parent, to shine a light on the wonderful work that charities such as UNICEF do all around the world for children in danger, inspiring donations around the time of year for reflection and giving.