Creativity: A New Benchmark?
Charlie Crowe
Back in 2001, unicef in Germany had some budget to spare for communicating its latest cause across the country. The issue was the plight of poor children in Africa, most living in impoverished families earning less than $1 each day. The growing realisation that child hunger and malnutrition were not just confined to well-publicised famines was an issue that UNICEF rightly wanted to champion. As with all charities, the size of the ad budget was miserable in proportion to the size of the problem. There would be no lavish TV ads, even if generous...