Cannes Lions: The Brief #4 2024
Unwritten Headlines
"Headlines that could have been. Thanks to UNICEF, they weren't."
Client UNICEF - Brief Cannes Lions #4 - Team 4 collaborators - Result Top 20 Longlist
The Idea
In 2024 I joined forces with three creatives from across the globe, strangers turned collaborators, to respond to a real Cannes Lions brief for UNICEF.
The challenge: raise awareness and build trust with Gen Z and millennial audiences, and amplify UNICEF's 'For Every Child' message. Not just a campaign a brand platform that could anchor countless campaigns to come.
My contribution centred on the conceptual headline work, finding the idea that could make people stop. The result was Unwritten Headlines: "Headlines that could have been. Thanks to UNICEF, they weren't."
The concept earned a place in the Cannes Lions Top 20 Longlist.
The Platform
OOH Exhibitions
Major cities. Headlines fade to reveal the real articles beneath.
Published collection
100 front pages, free online, translated into 190 languages.
TikTok challenge
Rewrite Tomorrow's Headlines, Gen Z envisions a better future.
Hopeful dual prints
Limited edition. Past headlines on one side, hopeful futures on the other
Campaign mock ups
Top 20 Cannes Lions longlist — four strangers from across the globe, one brief, one idea that made it.
Full deck here UNICEF DECK