UNICEF - 5Fund

Challenge Inspire QANTAS passengers to part with a 5-cent coin—often dismissed as worthless—by showing how it could make a real difference in the hands of UNICEF. Insight Just five cents can provide two days of clean drinking water for a child. Approach The initial concept—a well emerging from a 5 cent piece—was shared with me at the earliest stage, and from there, I was given full creative control to expand the narrative and visually represent the broader impact of UNICEF’s work. My approach centered on the idea that even a slight change in a scene’s composition could shift a moment from one of hardship to one of hope. This creative device mirrored the central message: while five cents may feel insignificant, its effect can be profound. I crafted a metaphorical 3D-animated journey where scenes representing UNICEF’s work in water, health, and education rose from the coin’s surface—each transition subtly revealing the life-changing power of small acts. From scripting and story structure to post-production direction and voiceover tone, I led the creative from start to finish. ​ The campaign was a huge success:  ​ • 1.3 million 5 cent coins donated in just four months  • 2.7 million days of clean water provided  • 79% increase in domestic UNICEF donations  • QANTAS’ 4th most viewed YouTube video at the time, with 380,000+ views, all with no paid media ​ AWARDS ​ Shots Young Director Award – Cannes, France   - Charity (Asia Pacific) – First Prize   - Animation (Asia Pacific) – Finalist  AWARD Awards   - Craft in Advertising – Animation – Bronze  Spikes Asia   - Craft in Advertising – Animation – Bronze Spike  Cannes Lions – Cannes, France   - Online Film – Charity – Shortlist