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Instead of Victims, Unicef Ad Reimagines Refugees as Powerful Video Game Characters

VaynerMedia campaign challenges viewers to think differently about migrants

download — In addition to the ad, the campaign includes a digital mini game starring the refugee children.VaynerMedia London / Unicef

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What if refugees were seen as heroes, instead of victims? A new ad by VaynerMedia London for Unicef repositions the way people think about migrants as fellow human beings with hope, dreams, ambition and potential—all the makings of a video game hero.

The one-minute hero ad, titled “Reimagine the world like a gamer,” aims to shift perceptions of refugees and migrants away from the “guilt and fear” often employed by charity ads to connect with the audience and drive donations.

The

Sara Spary

Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.

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