Brief Challenge people’s perception of refugee and migrant children for the launch of UNICEF’s new internal global flagship campaign - ‘Reimagine’. Idea The gaming world is one where you’re judged purely on abilities - but the same can’t be said for life - especially for refugee and migrant children. So we stepped away from the victim-led charity narrative and instead championed the skills and future potential of these children. We gave our audience an active role in this campaign, allowing them to play and experience the stories of three children; Sama, Nora and Pouya. Results - 20+ pieces of press coverage: Particularly Campaign’s Ad of The Day, David Reviews’ Pick of The Day (5* review), and Little Black Book’s Work of the Week - Global campaign that has been localised across 25+ markets; from China to Bulgaria, Niger, Peru and Australia - Plans to build out the platform into 2022 through other areas of the business - Hero video and mini-game has captivated audiences - increasing campaign landing page dwell time in some markets (15 mins in Spain)