Hunger is one of the greatest problems facing humanity today with a staggering 805 million people suffering around the world.
The United Nations World Food Programme is the largest humanitarian agency fighting hunger worldwide. It wanted to make sure the world knew and so by teaming up with Forsman & Bodenfors, they created an event that would turn the spotlight the world has on professional footballer Zlatan Ibrahimović, towards the people who need it the most.
On February 14, Paris Saint-Germain played against Caen at Parc Des Princes. For most players, this game was just another day on the job. For Ibrahimović, this was his most important game to date.
In the second minute of the game, Zlatan scored and took his shirt off, got a warning and revealed that underneath his sweater he has 50 new names tattooed on his body; names of people he’d never met, but still wanted to keep close. Names of some of the 805 million people suffering from hunger today. People that The United Nations World Food Programme aims to help.
Zlatan may not be able to end world hunger alone, but he does know one thing – how to make the front page of every newspaper in the world.
The campaign was built up by the tattoo artwork on Zlatan Ibrahimović’s skin, a film, photos and content integration between all major parts of the media landscape including seeding, the use of important influencers, social media and traditional PR. Click here to view the campaign website.
Check out the film here: https://www.youtube.com/watch?v=wDJjcL9Ya4c.
This campaign has just launched. Results to follow.