UNICEF X ABBA CAMPAIGN (Dead Idea)
Client: UNICEF & ABBA
Role: Art Director
Collaborators: Dean Shein, Copywriter
Team: Wunderman Thompson
Client, Graveyard, Social
2023
Client: UNICEF & ABBA
Role: Art Director
Collaborators: Dean Shein, Copywriter
Team: Wunderman Thompson
Client, Graveyard, Social
2023
OVERVIEW
In 1979 ABBA donated the rights of of their song, Chiquitita, to UNICEF. Since then, the song has raised US$5 million to help children around the world.
Challenge: How can we use ABBA to inspire other musicians to donate the rights of their song to UNICEF?
In 1979 ABBA donated the rights of of their song, Chiquitita, to UNICEF. Since then, the song has raised US$5 million to help children around the world.
Challenge: How can we use ABBA to inspire other musicians to donate the rights of their song to UNICEF?
Insight: Convincing musicians to donate the rights from their hit song is very difficult as it’s a massive source of income for them.
But what about a VERY similar song to their hit? One that people are already singing.
But what about a VERY similar song to their hit? One that people are already singing.
ABBA will kick this off by releasing the misheard version of ‘Chiquitita’. The lyrics, “Chiquitita, tell me what’s wrong” are commonly misheard as “Take your teeth out, tell me what’s wrong”.
