UNICEF Schweiz und Liechtenstein · 2025 · Creative Direction, AI Production
#ChildRightPlay
Article 31 of the UN Convention on the Rights of the Child guarantees every child the right to rest, leisure and play. For the International Day of Play on June 11, this UNICEF campaign invited everyone to transform into their favourite childhood toy and make a case for play.
The idea
Play is how children learn, explore and express themselves. And it is a children’s right. The campaign turned well-known Swiss personalities and everyday people into their favourite childhood toys and characters. Generated with ChatGPT, photoreal and full of affection, published under #ChildRightPlay.
Impact
Initiated by UNICEF Switzerland and Liechtenstein. UNICEF ambassador Stefanie Heinzmann became a Lego Jedi, and 20 Minuten covered the campaign online and in print (see the press clippings at the end of the gallery).
