Unicef

TRICK OR TREAT FOR UNICEF

Reimagined Trick or Treat for UNICEF on a national stage, turning a childhood ritual into an immersive, impact-driven brand experience.

AN AMERICAN PASTIME IN
NEED OF A FUTURE.

Halloween has been put on hold in America for the past few years due to Covid-19. Doorbells fell silent, candy bowls went unfilled. With that came a decline in donations for Halloween’s oldest philanthropic event: Trick-Or-Treat for UNICEF.

The annual activity was established in the 1950s, and has since seen millions of children and parents collect loose coins in little orange boxes as they go trick-or-treating around their neighbourhoods.

However, the onset of the socially-distanced pandemic, plus the transition to a cashless economy, meant that today’s generation weren’t participating like they used to. And children in need weren’t getting the help they used to each Halloween.

A MULTIPLATFORM SPOOKTACULAR THAT TURNED EVERY DOORBELL INTO A DONATION POINT.

The movement launched with a cinematic hero film that stylised classic neighbourhood horror tropes—only to reveal a new twist: this year, every scare could spark generosity. From there, the code spread like an urban legend. Celebrities and influencers shared it across social. Retail partners displayed it in-store and on packaging

An old television displaying a QR code, in a dimly lit room with curtains and furniture.
An iPhone with an orange background displaying a QR code for a Halloween-themed charity drive for UNICEF, featuring a pixelated pumpkin face and the text "TRICK or TREAT".

AN AR FACE FILTER LET TRICK-OR-TREATERS MORPH INTO GHOULISH CREATURES AS THEY APPROACHED DOORBELL CAMERAS—MELDING PLAY, COMMUNITY AND FUNDRAISING INTO A SINGLE, MAGICAL MOMENT.

 

Blurred person walking past Halloween-themed posters with QR codes on a wall promoting Trick or Treat for UNICEF, featuring spooky designs and symbols.

GIVING A GOOD CAUSE NEW LIFE.

The widespread revival of this American pastime has opened Trick-Or-Treat for UNICEF to an entire new generation. Parents who participated when they were young now have an opportunity to share this good cause with their children, and add to the existing impressive donation pool of $195 million.

This digitisation of UNICEF is the first step for a much-loved good cause for many Halloweens to come. One simple symbol. Reinvented. Reintroduced. Resurrected. And with it, we gave Halloween back its heart—and children around the world a future worth celebrating.