Direct Mail – ConsumerEntrant:
Y&R South Africa,
UNICEF "Toy Soldiers"
Credits Corporate Name of Client: UNICEF Agency: Y&R South Africa, Johannesburg Chief Creative Officer: Michael Blore Executive Creative Director: Liam Wielopolski Design Director: Anita Modi Copywriter: Sebastian Schneider Art Director: Mbuso Tshabalala Graphic Designer: Brad Stapleton
Concept: The African Continent has the world's highest number of child soldiers, fighting in wars they don't believe in, for causes they don't understand. UNICEF extracts many of these children from combat and reintegrates them into society.
We sent out a direct mailer that garners support for UNICEF's child soldier programme. Initially, the mailer appears to be a typical packet of toy soldiers, but once opened, the recipients find that the figurines are in fact children - reading books, playing soccer, riding bikes and doing other childhood activities.