The campaign "Zlatan" by the United Nations World Food Programme leverages the high-profile presence of footballer Zlatan Ibrahimović to spotlight the urgent issue of global hunger, positioning the brand as a leading humanitarian force actively combating this crisis. The core proposition communicates that hunger affects 805 million people worldwide, surpassing other major health risks, and that the World Food Programme (WFP), under the United Nations umbrella, is a highly effective responder capable of reaching millions with food assistance annually—even in conflict or disaster zones. By showcasing Zlatan’s personal commitment—symbolized through 50 hunger victims' names tattooed beneath his jersey—the campaign humanizes the statistics, making the invisible victims tangible and emotionally immediate.
The market strategy employs a documentary/social experiment format to engage viewers through authenticity and emotional resonance. By tapping into Zlatan’s global recognition and cultural influence, especially relevant in Sweden and European football audiences, the campaign draws attention to hunger beyond traditional charity messaging. The insight lies in connecting a revered sports figure’s dedication on the field to a broader humanitarian struggle off it, transforming a high-stakes football match into a platform for social impact. The creative angle blends storytelling with symbolic action, effectively bridging the gap between public awareness and individual empathy. The digital medium further allows for widespread accessibility and sharing, amplifying reach among diverse demographics, particularly younger, socially conscious viewers who respond to impactful narratives anchored in real-world issues. This strategic combination fosters deeper engagement and motivates support for the WFP’s efforts.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign centers on Zlatan Ibrahimović, a globally recognized football star, leveraging his fame and personal action (tattooing names of hunger sufferers) to spotlight the United Nations World Food Programme. The narrative is not structured as a conventional story arc with product-driven resolution, nor is it a literal or analogic demonstration of hunger. Rather, the campaign harnesses Zlatan's celebrity presence as the main vehicle to attract attention, personalize the issue, and drive audience engagement, aligning best with the Ongoing Characters or Celebrities format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Amnesty International – Positioned as a global watchdog for human rights, Amnesty International leverages grassroots activism and extensive research to hold governments accountable. Their strategic angle focuses on mobilizing public support through compelling storytelling and urgent calls to action for the protection of individual freedoms worldwide.
2. Red Cross and Red Crescent Movement – Renowned for humanitarian aid and disaster relief, this organization differentiates itself through rapid-response capabilities and a vast global volunteer network. Their positioning emphasizes neutrality, impartiality, and direct assistance to vulnerable populations in crises.
3. Médecins Sans Frontières (Doctors Without Borders) – Specializing in medical humanitarian aid, MSF distinguishes itself by delivering emergency medical care in conflict zones and epidemics. Their strategic focus is on frontline healthcare with transparency and advocacy for neglected communities.
4. UNICEF – Focused primarily on children’s welfare, UNICEF positions itself as the leading agency promoting child rights and survival through immunization, education, and emergency assistance. Their strategic angle combines data-driven advocacy with global partnerships to improve childhood outcomes.
5. Oxfam International – Oxfam differentiates itself by tackling the root causes of poverty and inequality through development programs and policy campaigns. Their positioning highlights economic justice, gender equality, and sustainable development as levers for social change globally.
Q: What is Zlatan about?
A: Zlatan is a professional campaign launched in Sweden in 2015 for the United Nations, created by the agency Forsman & Bodenfors. The campaign centers on football star Zlatan Ibrahimović and was designed to raise awareness about global hunger through a digital medium. During a Paris Saint-Germain match, Zlatan revealed 50 tattoos bearing the names of real individuals suffering from hunger, symbolizing a small fraction of the 805 million people affected worldwide. The campaign was produced for the World Food Programme, the UN’s humanitarian agency, and aimed to humanize the statistics by making the issue of hunger visible and personally resonant for a global audience.
Q: What creative device does Zlatan use?
A: Zlatan employs the Ongoing Characters or Celebrities format, as classified by Clapboard’s 12-format taxonomy (FORMAT#8). This approach leverages the enduring public recognition of Zlatan Ibrahimović, using his celebrity status as the central vehicle to attract attention and drive engagement. Rather than relying on a traditional narrative or product demonstration, the campaign personalizes the issue of hunger by having Zlatan tattoo the names of hunger victims on his body, transforming a football match into a platform for humanitarian advocacy and inviting viewers to connect emotionally with the cause.
Q: What is the campaign proposition for Zlatan?
A: The campaign proposition for Zlatan positions the United Nations World Food Programme as a leading force in the fight against global hunger, emphasizing that 805 million people are affected by this crisis—more than by AIDS, malaria, or tuberculosis combined. By spotlighting Zlatan Ibrahimović’s personal commitment, symbolized through the tattoos of hunger victims’ names, the campaign seeks to humanize the statistics and make the invisible suffering tangible. The strategy targets a broad, socially conscious audience, particularly football fans, and underscores WFP’s effectiveness in delivering food aid to millions, even in the most challenging environments.
Q: How does Zlatan rank in Clapboard's archive?
A: Zlatan holds a Clapboard Campaign Score of 88/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance, as assessed by Clapboard’s curatorial authority.
Q: Who are the competitors in United Nations's category?
A: In the public interest and humanitarian sector, United Nations faces competition from several global organizations. Amnesty International is recognized for its grassroots activism and advocacy for human rights, while the Red Cross and Red Crescent Movement is known for rapid-response humanitarian aid and a vast volunteer network. Médecins Sans Frontières focuses on emergency medical care in conflict zones, UNICEF leads in child welfare and global partnerships for children’s rights, and Oxfam International addresses poverty and inequality through development programs and policy advocacy. Each brings a distinct strategic focus to the global humanitarian landscape.
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