ABOUT

The challenge
In a first-of-its-kind project, our CSR team shared the tent tote idea with the UNICEF office in the UAE earlier in 2019. UNICEF recognized its potential and introduced the ‘bag of hope’ concept to its fundraising partner Carrefour, one of the largest hypermarket and supermarket chains in the world, operated in the UAE by Majid Al Futtaim.

The goal was to create a design that would engage both children and adults, encouraging Carrefour customers to support education in the MENA region, where one in five children is out of school. The design needed to be playful, simple, and impactful to effectively drive participation in the initiative.

The solution
I developed a theme that appealed to both children and adults, using fun and approachable elements to connect with a wide audience. Transforming hand-drawn sketches into digital illustrations, I created a vibrant and engaging design that aligned with the mission of Carrefour and UNICEF.

This design not only resonated with customers but also inspired them to contribute to the education cause through Carrefour’s ‘bag of hope’ initiative. The concept successfully captured the spirit of the collaboration and motivated meaningful customer engagement.