Acnur
Branding Strategy
Brand Narrative
Identity
All We Need Is Your X
“All We Need Is Your X”
This is a campaign built around a simple, symbolic gesture: in Portugal, taxpayers can support a cause by marking an X on their IRS form. That X represents a choice, and a direct contribution to Portugal com ACNUR’s mission.
To make this action tangible, we removed the letter X from the words that describe ACNUR`S work, showing how something essential goes missing without it. The absence becomes a visual metaphor: just as the words feel incomplete, so does our ability to help when the public doesn’t place their X in our favor.
This idea unfolded across TV, OOH, print, digital, and brand activations, always centered on the disappearance of the X. Films and audio spots let audiences “feel” the missing sound, while outdoor and print displayed messages visibly altered by the absence. Online, animations allowed people to restore the lost X with their action.
To reinforce the concept, journalists received a press kit containing an illuminated X, a reminder of the power their own marked X can have. Across every touchpoint, the campaign delivers one clear message: your X completes what we do, and changes the lives of those forced to flee.
