menu

UNICEF And BBH Address Women’s Rights [Audience Favorite]

UNICEF And BBH Address Women’s Rights [Audience Favorite]
Advertising

The audience favorite from the Future of Mobile Tagging concepts for UNICEF competition fuses Microsoft Tag's capabilities with the hottest trends in fashion. The i.object clothing line will raise awareness of young women's global fight against dehumanization and subjugation.

Timothy Ryan, PSFK Labs
  • 24 march 2011

In a global collaboration between trends research consultancy PSFK LLC, the U.S. Fund for UNICEF and Microsoft Tag, BBH emerged as the audience favorite of a creative contest to help solve fundraising challenges to benefit the U.S. Fund for UNICEF.

In conjunction with its “Future of Mobile Tagging” report released in January, PSFK worked with the U.S. Fund for UNICEF to launch a contest for creative agencies around the world to develop a campaign using Microsoft Tag to engage potential contributors who are concerned with the future and well-being of youth around the globe (http://www.psfk.com/future-of-mobile-tagging-concepts-for-unicef).

 

i.object- For Young Women’s Rights

Fusing Microsoft Tag’s capabilities with the hottest trends in fashion, the i. object clothing line will raise awareness of young women’s global fight against dehumanization and subjugation. Each article of clothing, ranging from bikinis to unisex t-shirts, is instantly recognizable as an i.object product, and coded with the wearer’s unique Microsoft Tag. i. object wearers are brand ambassadors, fundraisers, and agents for awareness, driven by the socially rewarding aspect of raising money for a good cause, which is supported with strong social media functionality and infographic-data that make their contributions tangible.

Purchasing i.object products starts a chain reaction of social events, raising consciousness about the campaign and its issues, and helping to promote change. i.object clothes stand out, and their message makes a statement. Wearing a branded i.object product encourages onlookers to go deeper than outward appearances. Aware of i.object from its related social and viral media, engaged observers know to scan Microsoft Tags. These observers scan i.object products to learn more, tweet their support, donate, and purchase their own i.object clothing.

unicef-i.object-mobile tagging-clothes-fashion

Accessing someone’s Microsoft Tag provides a great deal of real time information. Through tags unique to the user, you can view a wearer’s contributions, how much money they’ve helped raise, as well as the potential impact of funds raised. Additionally, taggers can see a “family-tree,” which not only shows who the wearer has recruited, but can also show where people were recruited using Microsoft Tag functionality. The site also allows Taggers to show support through social networks and engage others to join the cause, right on the page. Taggers can donate to the wearers fund-raising or purchase their own i.object products on the mobile store. Finally, because Tags are personal, they can be used as Facebook profile pictures, uploaded to twitter, and showcased anywhere in the digital or physical world.

PSFK’s Future of Mobile Tagging report presents key trends in the mobile tagging space, so as to inspire creative agencies about their future use of technologies that include QR codes, barcodes and Microsoft Tags in branding and communication campaigns. This document brings together both literal and lateral inspiration to provide a framework within which organizations can begin to contemplate the issues facing the U.S. Fund for UNICEF and their fundraising efforts.

To start this exciting conversation, PSFK challenged advertising and design agencies from around the world to react to the Future of Mobile Tagging report. They were tasked with developing concepts making use of Microsoft Tag to address one or more or the needs set forth by the U.S. Fund for UNICEF in a creative brief. The end result of this initial phase of ideation is a set of 10 standout concept programs, including the one described above.

Created by BBH, New York, USA

Team: Zachary Blank, M. Resnick

Contact: Zachary Blank: zachary.blank@bbh-usa.com

More Information: BBH

PSFK Presents: The Future of Mobile Tagging

Advertising
Trending

Volvo's Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

Automotive
Automotive Yesterday

Toyota Is Using Sewage To Power Its New Electric Car

A new hydrogen-fueled vehicle is driven by what we flush away

Culture Yesterday

Catch A Concert On This Small Floating Island

A man-made archipelago in Italy is hosting music and art performances

Trending

Get PSFK's Related Report: Future of Automotive

See All
Design & Architecture Yesterday

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Woodenwidget says its detailed guides are suitable for beginners and experienced woodworkers alike

Related Expert

Derek Man Lui

Copywriter / Map Hacker

Design Yesterday

Crash-Friendly Drone Made From LEGOs Is Completely Rebuildable

The clever device offers games, education and the uniquely rewarding experience of destroying your high-flying airship

Fitness / Sport Yesterday

Free Sneakers Given Out To Motivated Marathon Runners

Strava will give the shoes to athletes who run the second half of their race faster than the first

Culture Yesterday

Someone Invented A Robot Just To Serve Trays Of Beef Jerky

Boston Red Sox star David Ortiz, in partnership with Chef's Cut Real Jerky, creates an automated snack delivery system

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed Yesterday

Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Brian Cooper, chief creative officer of OLIVER Group UK, explains how some brands are still playing catch-up to new technology

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Millennials Yesterday

Why A Social Networking Site Decided To Rebrand

Meetup, a platform that connects like-minded individuals, has taken steps to stay relevant amongst millennials

Work Yesterday

Editorial Roundtable: The People-First Workplace Should Borrow From Tradition

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX underline the old-fashioned ideas that deserve a place in the Future of Work

Fashion Yesterday

Handbags Crafted From An Old NFL Stadium

People for Urban Progress is an up-cycling program that tackles the waste problem of big demolitions

Work Yesterday

Tech Job Site Created Just For Those Who Are Older Than 30

A new occupational job board presents a creative solution to age discrimination in the tech world

Europe Yesterday

Architect Turns A Giant Smile Into A Public Exhibition

The structure offers visitors a new perspective of London and creates an immersive environment that integrates structure, surface, space and light

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Children Yesterday

Norwegian Kids Are Using Their Phones To Log Unsafe Street Conditions

Travel Agent is an app that gamifies the reporting of hazardous conditions to improve the safety of children's commute to school

Travel Yesterday

Google Wants To Help You Plan Your Next Trip

A new app curates vacation itineraries and organizes reservation emails to take the work out of planning a getaway

Technology Yesterday

Small Handheld Analyzer Checks Oral Hygiene On The Go

The breath-detecting gadget gives people a quick and easy peek into their dental health

No search results found.