40 million Americans face hunger every year. If you're a parent, hunger steals your daughter's ability to focus in school, your chances of escaping the cycle of poverty, your self-confidence, your ambition and your dignity. Not every parent suffers from food insecurity all parents love their children and wonder if they're doing enough for them. If it were you, you'd do anything.

FEEDING

AMERICA

Integrated Campaign

INTERACTIVE INSTAGRAM STORIES

GROCERY STORE

OUT OF HOME

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PARTNERSHIP WITH BLUE APRON

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Feeding America and Blue Apron partner to contribute one meal donation for every meal kit delivered.

1x Feeding America Meal = $0.10

1x Blue Apron Meal = $10.00

$0.10/meal presents little loss in profit margin to Blue Apron, and can be used as a tax write-off

TV SPOTS

Birthday Cake :30

Open in an office setting:  We see a woman in a packed conference room 

 

The office employees are celebrating and there’s a congratulatory cake being eaten


 

Cut to the end of the office party, the woman checks to see if anyone’s looking before she takes home the leftover cake

Cut to the woman at home, she starts carving/relayering the cake, spreading out the frosting to make it seem fresh and new

 

She pipes a new message onto the cake 

 

Cut to a birthday celebration.  we realize the woman is a mom singing happy birthday as her child blows out the candles on the reconstructed cake

 

Super 1: We’d do anything for our children, especially if they were hungry.

 

Super 2:  Help feed the 1 in 6 children suffering from hunger every day.

 

CTA: Donate at feedingamerica.org

Thanksgiving :60

Open on a 4-person family eating a modest Thanksgiving meal

 

Close up on Dad, who looks down to his bare left wrist & starts touching it with his right hand

 

Video then continues in reverse chronological order:

 

Cut to: kids setting the dinner table

Cut to: parents in the kitchen cooking

Cut to: family coming home with the groceries

Cut to: Dad at the counter of a store (what we think is the grocery store)

The store clerk hands Dad cash change

Store clerk: Happy Thanksgiving.

 

Dad takes an antique watch off his wrist, hands it over to the clerk.

Dad: Happy Thanksgiving.

 

Camera pans out to reveal that he’s at a pawn shop

Cut back to Thanksgiving table: Wife puts her hands on her husbands bare left hand and looks at him with empathy

 

The husband smiles at her, then looks to his children eating, neither of the parents are eating

 

Super 1: We’d do anything for our children, especially if they were hungry.

 

Super 2:  Help feed the 1 in 6 children suffering from hunger every day.


CTA: Donate at feedingamerica.org

Lunch Break :60

Open on close up of a school bell ringing

 

Fast cut to a close up of an industrial buzzer sounding off

Fast cut to a class of young school kids rushing into the cafeteria

 

Fast cut to a staff of assembly line employees heading into the break room

 

Fast cut to young school girl placing her lunch tray on the table. She starts eating excitedly

 

Cut to a man taking a seat in the factory break room. He pulls out a crumpled brown paper bag and empties it onto the table.

 

A sole apple rolls out. He picks it up and ponders about it for a moment

Cut to close up of the school bell ringing again

 

Fast cut to a wide shot of the school parking lot. The kids run out the building and to their parents who were waiting to pick them up

 

Cut to the young girl from the cafeteria spotting her parents’ car and getting in the backseat

Cut to inside the car the driver turns to greet his daughter and we realize it’s the factory employee from before. He reaches for something that was resting on the passenger seat and hands it over to his daughter. It’s the same crumpled up brown paper bag from earlier

 

Cut to close up of daughter in the backseat, pulling the apple out of the bag and eating it excitedly

 

Cut to close up of Dad looking at her eating and half smiling at this bittersweet moment

 

Super 1: We’d do anything for our children, especially if they were hungry.

Super 2:  Help feed the 1 in 6 children suffering from hunger every day.

 

CTA: Donate at feedingamerica.org

CREDITS

Art Direction: Krista Stanley (me)

Copywriting: Yotam Ohayon

Strategy: Caroline Odom