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UNHCR: Anyone can become a refugee

Client:

UNHCR

Company size:

18.000+

Scope of work:

Awards:

It can happen to anyone, anytime, anywhere.

The issue of refugees is not new, as conflicts throughout history have consistently led to the displacement of populations. Of the past 3,400 years, humans have been entirely at peace for just 268 of them. Or just 8% of recorded history. For the rest, we have been at war.

While mainstream narratives push the thinking that most refugees are from Africa or the Middle East, there was a time when these conflicts happened across diverse regions worldwide, including Europe.

foundry digital agency
foundry digital agency
foundry digital agency
foundry digital agency

While researching images of refugees throughout history, the team at Foundry Berlin noticed similarities they had with each other. The images of refugees throughout history have powerful similarities. People fleeing with the few possessions they could carry. Families standing in front of bombed-out homes. Mothers comforting their children. People walking along railways tracks or boarding mass transport to leave their homeland. Children clutching the only toy they had, as a source of hope and comfort. And many, many more. This striking similarity formed the bedrock for the creative expression of our campaign.

foundry digital agency
foundry digital agency

Over a span of more than 80 years – from the Second World War to present day, we leveraged this similarity to juxtapose two images, two stories, two eras, with each other. To capture this world of difference but intrinsic similarity. We used two methods – an analogue lenticular print as well as a digital animation to capture the transformation. Each photograph was painstakingly researched and selected to have as much similarity as possible. Even the copy for each photograph was identical except for one alphabet!

“Six powerful images.

Three powerful posters.

One simple idea.”

Though the geographical locus of conflict may shift, the intrinsic nature of being a refugee remains unchanged. Irrespective of the time and place all refugees deserve to be treated humanely and with respect.

foundry digital agency

The outdoor campaign was launched in Berlin, Hamburg, Düsseldorf, Dresden, Ludwigshafen, Bremen, Dortmund, Stuttgart, and more. And as of 2023 there are over 110 million displaced people worldwide.

To learn more, visit unhcr.org.

Our awards:

Winner

Winner

Special Mention

Gold

Winner

Excellent Brands Fast Moving Consumer Goods

Best of the best

Best of the best Excellence in Brand Strategy and Creation - Brand Impact of the Year

Gold

Excellence in Brand Strategy and Creation - Brand innovation & business models

Winner

Excellence in Brand Strategy and Creation Brand Impact of the Year