UNICEF: Cash Forward

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Media Type:

Online Online

Brand

brand

Agency

agency

Country:

Spain

Industry:

Public Interest, NGO

Every year, millions of people pay using cashless wristbands at music festivals. By the end of the event, many of these still hold a small remaining balance that is rarely reclaimed. This “invisible” money is the starting point for “Cash Forward”, an initiative by UNICEF Spain together with Ogilvy Spain that transforms it into real support for children in need.

Credits

Advertising Agency:

Ogilvy Spain, Madrid

Chief Creative Officer:

Roberto Fara

Executive Creative Directors:

Javier Senovilla, Juan Pedro Moreno

Director:

Vanesa Porto

Creative Directors:

Pablo Fernández, Javier Martínez

Creative Team:

Nicolás Rudy, Manolo Catalán, Patricia Villarón, Lucía Santos

Account Director:

Clivia Guindo

Account Supervisor:

Marta Costa

Head of Delivery, Tech & Innovation:

Joaquín Morato

Tech & Innovation Project Manager:

Carlos Hernández

Technical Director, Technology:

Ismael Luque

Head of Experience Design:

Jordi Morera

Experience Design Lead, Strategic Design:

Pol Sabata

Senior UX/UI Designer:

Laura Carreira

Senior Data Analyst:

Elena Escudero

Project Manager:

Oscar Madrid

PR & Comms, Ogilvy Spain:

Christian Martínez, Laura Cuenca

Production & Post-production:

WPP Production

Digital Strategy & Performance Director:

Elena Martínez

Performance Strategist:

Carolina Guerrero

Date:

May, 2026

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