UNICEF China is reminding the Chinese public to remember the 1.5 million underprivileged children in the country during the lead up to the Beijing Olympics. Homeless boys were painted to present them as almost invisible, easy to ignore. In just five days, UNICEF was able to raise funds totaling approximately USD 30,000 for the welfare of underprivileged children.
The UNICEF campaign was developed at Ogilvy & Mather Shanghai by creative director/art director Kevin Lee, creative director Ng Fan, copywriters Derek Huang, Raymond Yung, Andrew Lok and Adams Fan, art directors Haibo Huang, Phoebe Liao and Stephen Zhong.
Illustrators were Haohui Zhou and Bing Liu, with Spring Zhu, Chaowen Wu and Jinghua Pan.