Global Creative Agency WABI-SABI Wins Creative Contest for UNICEF Using Microsoft Tag

REDMOND, Wash. — March 24, 2011 — In a global collaboration between trends research consultancy PSFK LLC, the U.S. Fund for UNICEF and Microsoft Tag, WABI-SABI Inspiration Lab was selected as the winner of a creative contest to help solve fundraising challenges to benefit the U.S. Fund for UNICEF.

In conjunction with its “Future of Mobile Tagging” report released in January, PSFK worked with the U.S. Fund for UNICEF to launch a contest for creative agencies around the world to develop a campaign using Microsoft Tag to engage potential contributors who are concerned with the future and well-being of youth around the globe (

“We love PSFK and Microsoft Tag for bringing so much creative brainpower to our fundraising challenges,” said Kelli Peterson, director of Corporate Partnership Development at the U.S. Fund for UNICEF. “Not only did we get a treasure chest of fun ideas that we’re already running with, but the concepts are smart, intuitive and easy to implement — a tribute to the Microsoft Tag technology.”

Microsoft Tag is a mobile barcode technology that allows consumers to use their smartphone cameras to scan a Tag that has been placed on an object and unlock dynamic digital content, seamlessly connecting the real world with the digital world. Consumers can go to on their compatible, Internet-enabled mobile devices to download the free Microsoft Tag Reader application.

“People can now harness the power of their mobile phones to help ‘do good’ in the world, and this creative contest brought out many compelling ways to do so,” said Marja Koopmans, general manager of marketing for the Startup Business Group at Microsoft. “We’re delighted that Tag can play an inventive role in UNICEF’s fundraising efforts.”

Dubbing itself as an inspiration lab that explores and studies trends and their smart application in brands, companies and people connecting the digital world with real life, and vice versa, WABI-SABI’s 1×2 idea won for its simplistic, thoughtful integration of Tag and scalability.

The 1×2 campaign turns the typical 2×1 supermarket sale into a fundraising opportunity by encouraging consumers to buy one product for themselves and the equivalent of another product’s value will go to support a UNICEF program. When shoppers scan a Microsoft Tag on a selection of relevant products, such as milk, water, books, medicines or clothes from partner brands, they are prompted to buy a “second item,” the value of which will go to support a child in need. They will also be able to share their action through social networks to amplify the impact of each transaction.

“With Microsoft Tag, we found the perfect link that enabled us to raise awareness of UNICEF’s mission and empower this simple idea,” said Andres Colmenares, co-founder, WABI-SABI Inspiration Lab. “With Tag, we’re able to connect people to the realities of childhood hunger and encourage easy action while shopping at the supermarket.”

Piers Fawkes, founder of PSFK, said, “When we asked PSFK’s readers and event attendees to vote for their favorite project, we also found that the WABI-SABI entry was popular, but an entry from the advertising agency BBH in New York created more buzz. Its entry to raise women’s rights awareness through the use of Microsoft Tags on clothing proved to be the ‘people’s choice’ as it was the most ‘liked’ on Facebook and shared through Twitter.”

Other standout campaign entries from agencies around the world include the following:

  • SapientNitro. Festival fun guide

  • Great Works. Play and donate iPhone game

  • BBH New York. i.object

  • Zemoga. Scan and Help, Pay it Forward, Water for Life

  • Gigantic Idea Studio, Inc. Tag4Life

  • Lost in the Forest Institute. Tag & Treat

  • Live with Design. Let the Face of Change Be You

More information about how Microsoft Tag can power digital marketing is available at People can follow the Tag community on Facebook at or on Twitter at More information about the contest is available at

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