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Creative

VaynerMedia Marks World Refugee Day with Emotive Spot

Teaming up the UNICEF, the spot shifts the perception of refugees with the true story of self taught musician Aboud Kaplo

VaynerMedia Marks World Refugee Day with Emotive Spot

VaynerMedia London has created a new campaign for UNICEF that aims to shift public perception of migrant and refugee children from victims to capable partners.

The work, which launches on the 20th June – World Refugee Day – tells the true story of Aboud Kaplo, a young, self-taught musician and former refugee who realised his dream of becoming a concert violinist, even after being driven from his home during the war in Syria. Instead of focusing on Kaplo’s suffering and desperation, the campaign highlights his potential, which could so easily have been cut short had it not been for those willing to help him and his family. Among those who came to Kaplo’s aid were Susie Attwood, a British filmmaker who recognised and encouraged the young musician’s talent after a chance meeting in Lebanon.

In a departure from traditional fundraising tactics, the “Better Worlds” campaign steers the narrative away from distressing scenes, focusing the audience’s attention instead on the positivity, innovation, hope, and entrepreneurship that their donations can provide. 

The campaign features a 90 second film, two 30 second cut down films and banners for use across multiple social media platforms (Facebook, YouTube, Instagram and Twitter). Following stages of the campaign, launching later in 2020, will help to bring UNICEF supporters even closer in partnership with migrant and refugee children through shared passions.

Codi Trigger, global campaign manager, Integrated Campaigns at UNICEF, said: “Our research shows that the most effective way to speak to audiences is through engaging, compelling narratives that both inform and empower them to take action. While we want to convey the devastation young people can face, we also need to show the astounding potential children have and how much they can give to society and their local communities when provided with the right support. 

“We believe that showing the full reality of these children’s situations is critical to improving their lives – and indispensable to realising the rights of every child.”

Becky McOwen-Banks, executive creative director of VaynerMedia, added: “The opportunity on this World Refugee Day is to change the narrative around refugees from one of negativity to positivity – instead of focusing on what refugees take, focus on what they contribute. 

“If recent events have taught us anything, it is that we are stronger together than divided. People from all walks of life, experiences and backgrounds make up our communities and bring different strengths to them. We wanted to show that this holds true no matter where you are in the world and that we can act as one, empathetic community.”

According to the UNICEF 2020 Humanitarian Action for Children report, around the world more than 30 million children have been displaced by conflict. Nearly nine years of war in the Syrian Arab Republic have left nearly 5 million children in need and more than 2.5 million children living as refugees outside of the country.


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UNICEF: Together We Make Better Worlds

Agency

Agency: VaynerMedia London

Senior Account Manager: Miles Byrd

Client

Client name: Codi Trigger

Global Campaign Manager: (Integrated Campaigns)

Client name: Marta Arias

Global Campaign Lead: (Integrated campaigns)

Creative

Project Manager: Meri Feir

Art director: Lianne Rivett

Associate Creative Director: Dan Fryer

Associate Creative Director: Gate Lambert

Head of Strategy: DuBose Cole

Senior Strategist: Marie-Claire Manson

Producer: Andrea Ogunbadejo

Production

Production company: Stink Films

Creative

Director: Judith Veenendaal

Executive Producer: Katie Lambert

Executive Producer: Martha McGuirk

Producer: Melissa Giles

Production Assist: Nellie Heron-Anstead

Casting

Casting Directors: Lane Casting, Grace Hudson, Hannah Ashby Ward

1st AD: Clara Paris

2nd AD: Charlotte Miller

Runner: Tara Sadeghi

Runner: Sarah Soldan

Photography

DOP: David Foulkes

Focus Puller: Luke Jefferson

Clapper Loader: Jonny Trehrn

Steadicam: Sacha Naceri

Electrics

Gaffer: Alex Gibbon

Electrician: Orlando De Silva

Electrician: George Bently

Production Design

Production Designer: Alexandra Toomey

Art Dept Assistant: Katerina Michail

Art Dept Assistant: Eliora Darmon

Playback

Playback: Owen Davies

Styling

Stylist: Rebekah Roy

Stylist Assistant: Jane Ashton

Stylist Assistant: Maya Owolade

Make Up: Jess Summers

Fire Marshall: Rob Rake

Violin

Violin Specialist: Emma Fry

Editing

Edit: Kapsalon

Editor: Brian Ent

Post Production

Post Production: Black Kite

Post Producers: Tamara Mennell + Amy Richardson

Color: Richard Fearon

VFX Lead: Guillaume Weiss.

Sound Design

Sound Design: Grand Central

Sound Designer and Mix: Aaron Taffel

Music

Music Composition: 5 Missions More

Music Consultant: Tom Simpson

Composer: Nico Willems

CAST

Aboud (16yrs): Finlay Torees Lyons

Aboud (13yrs): Yassin Zeroual

Aboud (9yrs): Sammi Zeroual

Baby Aboud: Narayan Goreya

Baby Aboud: Tommy Tejan

Violin Teacher: Therese Collins

Mother: Hanane Spiers

Father: Moshen Ghaffari

Suzie: Eleanor Rose-Fusaro

Violin Child 1: Micheal Kuffour

Violin Child 2: Italia Humphries

Concert Audience: Susan Mason, Derek Selby, Mike Ray, Des Barron, Ruth Shaw, Paul Hedley, Charlie Wong, Sweta Gupta, Valerie Lucas, Svetlana Karabut, Thomas Eros, Chris Chisem, Mei Lam, Amie Everest, Barbara Newton

Huge Thanks to PANAVISION, PANALUX and Talent Talks

Category: Charity , Corporate, Social and PSAs

Genre: Drama , People , Storytelling