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  • SUB CATEGORY :
    USER EXPERIENCE FOR MOBILE
  • COMPANY ENTERING :
    GREY MALAYSIA, KUALA LUMPUR
  • TITLE :
    FINDING HOME
  • BRAND :
    UNHCR
  • ADVERTISER :
    UNHCR
  • AGENCY :
    GREY MALAYSIA, KUALA LUMPUR
  • EXECUTIVE CREATIVE DIRECTOR :
    GRAHAM DREW
  • COPYWRITER :
    MICHELLE CHONG
  • ART DIRECTOR :
    THANG HENG WEI
  • INTERACTIVE ART DIRECTOR :
    IAN LAI
  • INTERACTIVE DESIGNER :
    THERCES POK
  • DEVELOPER :
    KAIGON GAMES
  • ACCOUNT DIRECTOR :
    ATLANTA CHONG
  • AGENCY PRODUCER :
    SUZY CHONG
  • FILM PRODUCTION COMPANY :
    GREY MALAYSIA, KUALA LUMPUR
  • DIRECTOR :
    ISMED MOHAMMED
  • SPECIAL EFFECTS COMPANY :
    KAIGON GAMES, KUALA LUMPUR
  • VISUAL EFFECTS :
    JEREMEY OOI
  • ENGLISH CONTEXT EXPLANATION :
    TO GAIN PUBLIC SUPPORT FOR THE 150,000 ROHINGYA REFUGEES IN MALAYSIA, A COUNTRY THAT REFUSES TO OFFICIALLY RECOGNISE THEM. UNHCR HAD TO FIND A NEW WAY TO GENERATE EMPATHY AND CREATE NEW SOURCE OF FUNDING AND VOLUNTEERS. WE USED A UNIQUE GAMIFICATION TECHNIQUE TO GET BEYOND THE PREJUDICE AND BIAS, ENGAGING A NATION WITH THE HIGHEST SMARTPHONE PENETRATION IN SE ASIA WITH THE REAL HUMAN DRAMA. EDUCATING VIA ENTERTAINMENT AND, CRUCIALLY, GENERATING NEW VOLUNTEERS AND FUNDING FOR THE UNHCR. FOR A CAMPAIGN WITH ZERO MEDIA BUDGET AND RELYING ENTIRELY ON WORD OF MOUTH, APP STORES PROVIDED A DISTRIBUTION CHANNEL NO COST OR GEOGRAPHICAL BOUNDARIES.
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