João Elias, Copywriter
at BBDO Portugal


Work   About

Elias João - Creative Copywriter and Stategist
Elias João - Creative Copywriter and Stategist
Unicef gets to every child - UNICEF

We’re all familliar with donation campaigns.

The mood is epic, trying to touch our hearts, but the message always seems standardized.

As if people are affraid to say things in a way that doesn’t seem nice.  Well, this Christmas, we did things differently.

For Unicef’s Christmas campaign, we decided to challenge the traditional belief that “Santa gets to every child”.

Well, he doesn’t. There are places in the world where even he can’t reach.



Concept & Script

Creative Team

Luis Paladino, Art Director

André Afonso, Creative Supervisor

Campaign Results

In 10 days Unicef Portugal raised more than 66.000 EUR, divided into:

1.630.000 purifying water tablets;

53.370 vaccines against measles;

34.350 therapeutic food;

16.592 high protein biscuits;

242 winter kits;

34 school kits;

16 manual water pumps;