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
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Major cities. Headlines fade to reveal the real articles beneath.
Published collection
100 front pages, free online, translated into 190 languages.
TikTok challenge
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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