First Saatchi 17 work is for UNICEF AIDS project

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This week, the Saatchi 17 shatters its low profile in a dramatic way: with a massive public display on the side of the United Nations Building.

The first work from the infamous group of creatives, planners and account executives that staged a rancorous parting from Saatchi & Saatchi will appear-ironically enough-on the building where peacekeeping efforts often originate. There, a series of slides showing images of children affected by AIDS will be projected, ending with a child's face and a tagline, "Unite for children united against AIDS."

The outdoor theatrics unveiling the campaign, created by OneSeven, as the group now calls itself, follow a day-long event that celebrates the launch of the five-year effort by OneSeven client UNICEF to raise awareness about how AIDS affects children around the world. The display will run from dusk until midnight.

OneSeven is led by Anne Adriance, a longtime Saatchi & Saatchi executive who was until early this year the No. 2 on Saatchi's global General Mills account.

Ms. Adriance and other members of the OneSeven left Saatchi three days after the resignation of Mike Burns, worldwide account director on General Mills, a $200 million global piece of business that's been at Saatchi for decades. The mass exodus led many to conclude that General Mills would follow the group to their new home. So far, the account has remained with Saatchi.

UNICEF is paying OneSeven a fee based on staff and other costs, but the agency is not charging a full profit margin mark-up usual for a private sector client. "This work taps into our understanding of how to touch people and catalyze them into action," said Ms. Adriance. "With big global issues, you've got to find the unifying, universal emotions you can tap."

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