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UNICEF, in collaboration with VML, launched a series of global, high-value audience campaigns. The first phase introduced the “Shape the Future” communications concept across the UK, France, and the US, followed by a climate-focused campaign.
The work achieved extensive media coverage across video, digital, social media, and print, appearing in leading publications e.g. The Wall Street Journal, The Economist, Financial Times, and Vanity Fair. It was also prominently showcased at the World Economic Forum in Davos, where UNICEF maintained a strong presence.
Video (OLV, TVA), Social Media (static and animated), OOH, Print, Display Ads, Mobile Ads (Standard and Rich Media banners), Website, Fundraising Materials, Event Assets, Communication Toolkit
In addition to media coverage, both global campaigns were delivered to UNICEF as open file assets, accompanied by a comprehensive communications toolkit outlining the strategy and providing a detailed manual to support country offices and markets in adopting and localizing the campaign to their specific needs.
I was hired by VML Portugal as a freelance project manager to lead end-to-end campaign delivery—from planning through to execution:
Project Planning
Developing detailed project timelines and delivery plans, listing all required assets for both internal and client use, and regularly updating them.
Resource Management
Creating comprehensive project plans and resource maps that define tasks, schedules, and the resources required to deliver the campaign. Collaborating with resource managers (creative, design, artwork, web development) to ensure accurate planning and timely execution. Coordinating internal approval processes and meetings.
Client Management
Establishing approval processes and meetings with clients, and providing regular updates on project status, including progress, risks, and any issues that require attention.
Photo and Video Production
Coordinating the entire production process remotely between the client and photographers in key locations (Guatemala, New York City), while overseeing the image reproduction and integration into final assets, static and motion design.
Asset Delivery and UX Consultancy
Briefing and coordinating creative teams to execute the delivery plan, conducting creative checks to ensure alignment with the brief, recommending UX improvements for digital assets, and ensuring the timely upload of all final assets to the server.
Media Communication, Localization and Transcreation
Serving as the primary point of contact for the media agency and publishers, overseeing media execution, addressing inquiries, and ensuring asset delivery in line with specific media guidelines. The campaign was transcreated into French, which involved a localized approach to both execution and media planning (Loc, Int dates).
Process Optimization
Establishing streamlined workflows between UNICEF, VML, and third-party partners to accelerate production and ensure smooth, efficient asset delivery.
Project Planning and Management
Client Management
Resource Management
Image and Video Production
Assets Execution and Delivery
Media, Localization and Transcreation
Finance Tracking
UX Consultancy
Process Optimization and Measurement
UNICEF (for VML Portugal)
2023
