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UNICEF “5 Fund” 2014

UNICEF “5 Fund” (2014) is an UNICEF commercial directed by Craig Rasmus, produced by The Feds. It won one award: Young Director Award 2014 First Prize — Charity Asia Pacific.

A 5-cent coin transforms into a miniature world of people and objects, illustrating the coin's power to bring positive change to communities.

Video: Craig Rasmus on Vimeo

Frames

  1. A 5-cent coin transforms into a miniature world of people and objects, illustrating the coin's power to bring positive change to communities.© UNICEF0:00
  2. UNICEF “5 Fund”, shot 1© UNICEF0:09
  3. UNICEF “5 Fund”, shot 1© UNICEF0:18
  4. UNICEF “5 Fund”, shot 1© UNICEF0:28
  5. UNICEF “5 Fund”, shot 1© UNICEF0:37
  6. UNICEF “5 Fund”, shot 1© UNICEF0:46
  7. UNICEF “5 Fund”, shot 1© UNICEF0:56

Stills © UNICEF. Made by The Feds and Craig Rasmus.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

The power of a small coin to create a better world.

Tagline: “Support FiveFund by giving just one 5 cent piece and together we can turn the most useless coin in Australia into the most powerful coin in the world.”

small object, big impactminiature worldtransformationcall to actionsymbolic imagerycontrast of value

The cut

Length
75 s
One take
75 s in a single shot
Format
cgi

What creatives use UNICEF “5 Fund” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of UNICEF “5 Fund”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A 5-cent coin transforms into a miniature world of people and objects, illustrating the coin's power to bring positive change to communities.© UNICEFUNICEF “5 Fund”, 0:09© UNICEFUNICEF “5 Fund”, 0:18© UNICEFUNICEF “5 Fund”, 0:28© UNICEF
    Frames from UNICEF “5 Fund”

  2. 02How a one-take commercial is built

    75 s in a single shot: you need to see how the camera and the action are staged, beat by beat.

    Open the spot and scrub the take moment by moment, with what happens in each beat.

    A 5-cent coin transforms into a miniature world of people and objects, illustrating the coin's power to bring positive change to communities.© UNICEFUNICEF “5 Fund”, 0:09© UNICEFUNICEF “5 Fund”, 0:18© UNICEFUNICEF “5 Fund”, 0:28© UNICEFUNICEF “5 Fund”, 0:37© UNICEFUNICEF “5 Fund”, 0:46© UNICEF
    Length: 75 s · One take: 75 s in a single shot · Format: cgi

  3. 03Ad ideas: every spot built on a miniature world

    Before you present an idea, you need to know who has done it, and how.

    UNICEF “5 Fund” is built on a miniature world. Search the library by idea to see every spot that uses it.

    Aldi “Kevin the Carrot”© AldiKaiser Permanente “Moving All To One”© Kaiser PermanenteHonda “#StayHome”© HondaCoca-Cola “New Coke-Stranger Things”© Coca-Cola
    Aldi · Kaiser Permanente · Honda · Coca-Cola

More commercials by Craig Rasmus

  • McDonalds "Bedroom Nuggets" (2025) commercial still© McDonaldsMcDonalds “Bedroom Nuggets” 2025Dir. Craig Rasmus · DDB
  • BPAY "Debit Day" (2025) commercial still© BPAYBPAY “Debit Day” 2025Dir. Craig Rasmus · BMF
  • Sydney Water "Toilet Blockers Anonymous" (2025) commercial still© Sydney WaterSydney Water “Toilet Blockers Anonymous” 2025Dir. Craig Rasmus · It's Friday
  • Pine O Cleen "Cricket" (2025) commercial still© Pine O CleenPine O Cleen “Cricket” 2025Dir. Craig Rasmus · Havas Host
  • Arnotts "Shapesons" (2025) commercial still© ArnottsArnotts “Shapesons” 2025Dir. Craig Rasmus · TKT Sydney
  • SGIO "Don't Ignore The Obvious" (2025) commercial still© SGIOSGIO “Don't Ignore The Obvious” 2025Dir. Craig Rasmus

Award-winning public service & ngo commercials

  • WWF "In Hot Water" (2025) commercial still© WWFWWF “In Hot Water” 2025Dir. Yannis Konstantinidis · NOMINTClio Awards Grand Prix 2025
  • Fire and Emergency New Zealand "You’re Cooked" (2024) commercial still© Fire and Emergency New ZealandFire and Emergency New Zealand “You’re Cooked” 2024Motion SicknessEffie Awards Grand Prix 2024
  • truth "Depression Stick" (2023) commercial still© truthtruth “Depression Stick” 2023Mojo SupermarketEffie Awards Grand Prix 2023
  • New Zealand Government "Unite Against COVID-19" (2022) commercial still© New Zealand GovernmentNew Zealand Government “Unite Against COVID-19” 2022Clemenger BBDOEffie Awards Grand Prix 2022
  • OCEDEL "Firefly Man" (2016) commercial still© OCEDELOCEDEL “Firefly Man” 2016Dir. Wataru Sato · DRILLAdFest Grand Prix 2016
  • Epuron / German Ministry for the Environment "Power Of Wind" (2008) commercial still© Epuron / German Ministry for the EnvironmentEpuron / German Ministry for the Environment “Power Of Wind” 2008Dir. The Vikings · Nordpol+Eurobest Grand Prix 2007

Questions

Who directed the UNICEF “5 Fund” commercial?

Craig Rasmus directed it, produced by The Feds.

What awards did UNICEF “5 Fund” win?

1 awards, including Young Director Award 2014 First Prize — Charity Asia Pacific.

What is the tagline of UNICEF “5 Fund”?

“Support FiveFund by giving just one 5 cent piece and together we can turn the most useless coin in Australia into the most powerful coin in the world.”

Sources for the credits and awards

web.archive.org