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

+Brand ambassadors
+Electronics & Gadgets
+mobile tagging
+new york
+Social Media
+women’s rights

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