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. What if it could be used to do good.
That thought began an idea by Ogilvy Spain for UNICEF. It transforms the “invisible” money into real support for children in need.
UNICEF estimates that 73 million children across 133 countries require humanitarian assistance. Its own need is to explore new ways to find public solidarity. Cash Forward is a simple solution, using the same wristband used to pay at the festival to support UNICEF Spain, without additional registrations or complex processes.
During festivals, attendees can check their wristband balance at UNICEF Spain spaces and decide whether to donate all, part or a specific amount. In addition, the initiative allows users to donate afterwards, extending the life of a balance that would otherwise be lost.
“That small balance we sometimes forget or do not claim because the amount is minimal can become something much bigger, an opportunity to guarantee fundamental rights such as education, protection or survival for children around the world,” explained Soraya Sánchez, director of marketing and fundraising at UNICEF Spain.
Cash Forward shows that no resource, however small, should go to waste when it can help to guarantee children’s rights.
“We saw an opportunity in the cashless systems used at festivals. It was about giving a new purpose to something millions of people already do when they pay, enabling donations in a simple and direct way,” stated Ogilvy Spain creatives, Manolo Catalán, Nicolás Rudy, Lucía Santos and Patricia Villarón.
The initiative, produced by WPP Production, will launch in 2026 at some of Spain’s main music festivals and will roll out throughout the year, with a view to continuing in future editions.
Credits:
Client: UNICEF Spain
Client Team: Soraya Sánchez & Erika Pestana
Creative Agency: Ogilvy Spain
Chief Creative Officer: Roberto Fara
Executive Creative Directors: Javier Senovilla and 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
