UNICEF USA

Creating tools to make a difference.

For the The U.S. Fund for UNICEF's 60th Trick-or-Treat for UNICEF celebration, the brand asked us to pitch them an app around Halloween. But Halloween is once a year, and an app is forever. So, we not only helped bring the Trick-or-Treat experience to life in social media and mobile for the first time for the brand, we also created (and sold in) a borader platform for messaging that could encompass all their annual campaigns and more.

The app was designed with a strategy of giving supporters a simple way to connect to the brand on a frequent basis, to get involved in campaigns (like Trick-or-Treat), make donations to emergency situations, and enjoy edu-tainment. Both the iPhone and Facebook apps provided a holistic look and feel for the campaign, as well as a long-term solution for the brand, built with sharing and scale in mind.

Features included:
· Virtually carve and decorate your Jack-o-Lantern with different design tools—from carving shapes, stickers, backgrounds, and more. People created 1000s of pumpkins and used the carving tool over and over again.
· Light up and share your finished design with your friends via email and Facebook.
· Print your design and use it as stencil to inspire actual pumpkin carving in the real world. Over 32% saved or printed their pumpkin as a stencil.
· Virtual "Trick-or-Treat" SMS tool that allows you participate in Trick-or-Treat for UNICEF virtually by texting your contacts.
· News feed with information from UNICEF's Fieldnotes blog directly to your phone.
· Set up push alerts to be notified instantly no matter where you are of global emergencies as they happen.
· Donate to UNICEF directly from your iPhone/iTouch and Facebook.

Skill Sets:

  • Pitch
  • Creative Lead
  • Strategy & Concept Development
  • Creative Direction
  • Presentation
  • Copywriting
  • Social Media
  • Online Advertising
  • Design & Production Oversight
  • User Experience

Buzz On The UNICEF app:

+ Eight iPhone apps for Trick-Or-Treaters of All Ages
+ UNICEF Ties Donations, Games Together Via Mobile App


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Click on an image below to view it larger.

Trick-Or-Treat For UNICEF


Trick-Or-Treat Mobile App Screens


Trick-Or-Treat Mobile: App flow


TOT: Examples of pumpkin carving stencil created through app to turn digital design into a a real world design.


Trick-Or-Treat: People shared their jack-o-lantern creations on Facebook.


Trick-Or-Treat FB App


Trick-Or-Treat Banner Ads


Banner Ad


Watch how the Trick-Or-Treat iPhone experience unfolds: