CHALLENGE

Use guerilla marketing to draw awareness to childhood starvation and the need to support UNICEF's work.

INSIGHT

Public mood against David Blaine was low, with his apparently pointless challenge born of his flippant attitude towards hunger. Unicef could tap into that mood and use it to highlight the serious nature of real starvation.

SOLUTION

To hijack the publicity surrounding Blaine's exit from the box by placing 23' x 6' banners along the perimeter fence on the day of his release.