For 60 years, Trick-Or-Treat for UNICEF has been an icon beloved by all, a way for kids to raise life-saving funds, a way for them to develop a sense of compassion, lasting their entire adult lives. In need of a facelift, the brand seemed to beckon: around what new rallying cry could a movement rejuvenate? And through what aesthetic could this imperative be delivered—in a way that at once appeals to kids and adults, that at once feels modern and nostalgic? The new look was a hit with kids and garnered tens of thousands of dollars in donated media as well.
