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

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

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 (


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:

More Information: BBH

PSFK Presents: The Future of Mobile Tagging


Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology Yesterday

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture Yesterday

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Sports Debrief

See All
Retail Yesterday

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Related Expert

Jag Bath

Discount Retail

Travel Yesterday

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment Yesterday

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI Yesterday

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 17, 2016

Home Depot Green Energy Expert: Americans Are Taking Control Of Their Power Use

Green tech expert Jennifer Tuohy discusses new home energy tech and developments for renewables in the US

PSFK Labs Yesterday

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials Yesterday

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food Yesterday

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising Yesterday

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work Yesterday

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail Yesterday

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children Yesterday

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants Yesterday

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology Yesterday

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

No search results found.