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饥饿泡芙
案例简介：背景 简报是为了筹集资金和提高认识，以支持食品银行向西澳大利亚各地的饥饿儿童提供紧急食品救济和早餐计划，此前政府每年将慈善机构的资金削减323,000美元圣诞节前一个月。 目的是填补资金削减造成的资金缺口，以确保粮食救济计划不会被取消，并提高人们对该国日益严重的饥饿危机的认识 -- 五分之一以上澳大利亚每年都有儿童经历粮食不安全。 总预算-$15,000澳元。 描述创意 (40% 的选票) 我们创造了一个新的谷物品牌，叫做饥饿泡芙 -- 100,000多名西澳大利亚孩子每天醒来的早餐 -- 什么都没有。 在圣诞节到来之前，西澳大利亚40多个主要的超市谷物通道里存放着完全空的饥饿泡芙。 正在为自己的家庭购买食物的杂货店购物者突然被鼓励支持一个更大的事业 -- 并帮助那些每天不吃早餐的孩子吃饭。 为了把一盒没有东西变成什么东西，购物者只需在退房时购买饥饿的泡芙以及每周的杂货。每5美元的盒子为10个孩子提供他们的下一顿饭。 描述执行情况 (40% 的选票) 尽管是一个空盒子，我们还是像对待任何新的零售产品一样对待饥饿的泡芙，并在圣诞节前寻找在繁忙的超市环境中脱颖而出的方法。 我们研究了其他谷物品牌的包装和设计技术，决定使用一系列流行的谷物品牌比喻，但采用鲜明的黑白设计，还有一些黑暗的转折 -- 就像创造了一个 “悲伤的孩子” 角色和一个空碗。 说服西澳大利亚40多家大型超市放弃有价值的货架空间是确保该活动足够大以产生真正影响的关键。 这项活动得到了网上商店、店内抽样站 (无碗) 的进一步支持，这是一项低成本电视、印刷、广播和社交媒体活动，得到了名人的支持，澳大利亚和世界各地的政治家、影响者和美食博客作者。 列出结果 (20% 的选票) 在4周内，“饥饿的泡芙” 运动为西澳大利亚儿童创造了625,770顿饭，并筹集了312,885美元。 饥饿泡芙成交62,577盒 在竞选期间，对食品银行的捐赠也增加了一倍多。接受比上一年 (2.4至2018年) 多2017倍的捐赠。 饥饿的泡芙为食品银行带来了1973% 的投资回报 -- 总竞选预算为15,000澳元。 从饥饿的泡芙中获得的积极关注和宣传帮助推翻了政府削减资金的提议。相反，政府同意在未来四年将他们的资金增加一倍。 Foodbank刚刚与一家大型连锁超市达成协议，到2019年底，饥饿的泡芙将在全州另外208家门店上市。
饥饿泡芙
案例简介：Background The brief was to raise money and awareness to support Foodbank in delivering emergency food relief and breakfast programs to hungry children across Western Australia after the Government cut funding to the charity by $323,000 per annum just a month before Christmas. The aim was to fill the funding gap created by the funding cut to ensure food relief programs weren't cancelled and to raise awareness of the growing hunger crisis in the country - with more than 1 in 5 children experiencing food insecurity each year in Australia. The total budget - $15,000 AUD. Describe the creative idea (40% of vote) We created a new cereal brand, called Hungry Puffs – The breakfast over 100,000 West Aussie kids wake up to every day – nothing. In the lead-up to Christmas, entirely empty boxes of Hungry Puffs were stocked in over 40 major supermarket cereal aisles across Western Australia. Grocery shoppers who were in the process of buying food for their own families were suddenly encouraged to support a much bigger cause – and help feed children who go without breakfast every day. To turn a box of nothing into something, shoppers simply had to purchase Hungry Puffs at check-out along with their weekly groceries. Every $5 box provided 10 children with their next meal. Describe the execution (40% of vote) Despite being an empty box, we treated Hungry Puffs as you would any new retail product and looked for ways to stand out in a busy supermarket environment in the lead up to Christmas. We studied other cereal brands packaging and design techniques, deciding to use a series of popular cereal brand tropes, but with a stark, black and white design, and a few dark twists – like the creation of a ‘sad child’ character and an empty bowl. Convincing over 40 major supermarkets across Western Australia to give up valuable shelf space was key to ensuring the campaign was big enough to make a real difference. The campaign was further supported by an online store, in-store sampling stands (bowls of nothing), a low budget TV, print, radio and social media campaign that gathered support from celebrities, politicians, influencers and food bloggers throughout Australia and across the world. List the results (20% of vote) In 4 weeks, the Hungry Puffs campaign resulted in the creation of 625,770 meals for Western Australian children and raised $312,885. 62,577 boxes of Hungry Puffs were sold. Donations to Foodbank also more than doubled during the campaign period. Receiving 2.4 times more donations on the previous year (2017 to 2018). Hungry Puffs produced a 1973% return on investment for Foodbank - on a total campaign budget of $15,000 AUD. The positive attention and publicity gained from Hungry Puffs helped overturn a proposed government funding cut. Instead the government agreed to double their funding over the next four years. Foodbank has just reached an agreement with a major supermarket chain which will see Hungry Puffs stocked in a further 208 stores across the state by the end of 2019.
Hungry Puffs
案例简介：背景 简报是为了筹集资金和提高认识，以支持食品银行向西澳大利亚各地的饥饿儿童提供紧急食品救济和早餐计划，此前政府每年将慈善机构的资金削减323,000美元圣诞节前一个月。 目的是填补资金削减造成的资金缺口，以确保粮食救济计划不会被取消，并提高人们对该国日益严重的饥饿危机的认识 -- 五分之一以上澳大利亚每年都有儿童经历粮食不安全。 总预算-$15,000澳元。 描述创意 (40% 的选票) 我们创造了一个新的谷物品牌，叫做饥饿泡芙 -- 100,000多名西澳大利亚孩子每天醒来的早餐 -- 什么都没有。 在圣诞节到来之前，西澳大利亚40多个主要的超市谷物通道里存放着完全空的饥饿泡芙。 正在为自己的家庭购买食物的杂货店购物者突然被鼓励支持一个更大的事业 -- 并帮助那些每天不吃早餐的孩子吃饭。 为了把一盒没有东西变成什么东西，购物者只需在退房时购买饥饿的泡芙以及每周的杂货。每5美元的盒子为10个孩子提供他们的下一顿饭。 描述执行情况 (40% 的选票) 尽管是一个空盒子，我们还是像对待任何新的零售产品一样对待饥饿的泡芙，并在圣诞节前寻找在繁忙的超市环境中脱颖而出的方法。 我们研究了其他谷物品牌的包装和设计技术，决定使用一系列流行的谷物品牌比喻，但采用鲜明的黑白设计，还有一些黑暗的转折 -- 就像创造了一个 “悲伤的孩子” 角色和一个空碗。 说服西澳大利亚40多家大型超市放弃有价值的货架空间是确保该活动足够大以产生真正影响的关键。 这项活动得到了网上商店、店内抽样站 (无碗) 的进一步支持，这是一项低成本电视、印刷、广播和社交媒体活动，得到了名人的支持，澳大利亚和世界各地的政治家、影响者和美食博客作者。 列出结果 (20% 的选票) 在4周内，“饥饿的泡芙” 运动为西澳大利亚儿童创造了625,770顿饭，并筹集了312,885美元。 饥饿泡芙成交62,577盒 在竞选期间，对食品银行的捐赠也增加了一倍多。接受比上一年 (2.4至2018年) 多2017倍的捐赠。 饥饿的泡芙为食品银行带来了1973% 的投资回报 -- 总竞选预算为15,000澳元。 从饥饿的泡芙中获得的积极关注和宣传帮助推翻了政府削减资金的提议。相反，政府同意在未来四年将他们的资金增加一倍。 Foodbank刚刚与一家大型连锁超市达成协议，到2019年底，饥饿的泡芙将在全州另外208家门店上市。
Hungry Puffs
案例简介：Background The brief was to raise money and awareness to support Foodbank in delivering emergency food relief and breakfast programs to hungry children across Western Australia after the Government cut funding to the charity by $323,000 per annum just a month before Christmas. The aim was to fill the funding gap created by the funding cut to ensure food relief programs weren't cancelled and to raise awareness of the growing hunger crisis in the country - with more than 1 in 5 children experiencing food insecurity each year in Australia. The total budget - $15,000 AUD. Describe the creative idea (40% of vote) We created a new cereal brand, called Hungry Puffs – The breakfast over 100,000 West Aussie kids wake up to every day – nothing. In the lead-up to Christmas, entirely empty boxes of Hungry Puffs were stocked in over 40 major supermarket cereal aisles across Western Australia. Grocery shoppers who were in the process of buying food for their own families were suddenly encouraged to support a much bigger cause – and help feed children who go without breakfast every day. To turn a box of nothing into something, shoppers simply had to purchase Hungry Puffs at check-out along with their weekly groceries. Every $5 box provided 10 children with their next meal. Describe the execution (40% of vote) Despite being an empty box, we treated Hungry Puffs as you would any new retail product and looked for ways to stand out in a busy supermarket environment in the lead up to Christmas. We studied other cereal brands packaging and design techniques, deciding to use a series of popular cereal brand tropes, but with a stark, black and white design, and a few dark twists – like the creation of a ‘sad child’ character and an empty bowl. Convincing over 40 major supermarkets across Western Australia to give up valuable shelf space was key to ensuring the campaign was big enough to make a real difference. The campaign was further supported by an online store, in-store sampling stands (bowls of nothing), a low budget TV, print, radio and social media campaign that gathered support from celebrities, politicians, influencers and food bloggers throughout Australia and across the world. List the results (20% of vote) In 4 weeks, the Hungry Puffs campaign resulted in the creation of 625,770 meals for Western Australian children and raised $312,885. 62,577 boxes of Hungry Puffs were sold. Donations to Foodbank also more than doubled during the campaign period. Receiving 2.4 times more donations on the previous year (2017 to 2018). Hungry Puffs produced a 1973% return on investment for Foodbank - on a total campaign budget of $15,000 AUD. The positive attention and publicity gained from Hungry Puffs helped overturn a proposed government funding cut. Instead the government agreed to double their funding over the next four years. Foodbank has just reached an agreement with a major supermarket chain which will see Hungry Puffs stocked in a further 208 stores across the state by the end of 2019.
饥饿泡芙
暂无简介
Hungry Puffs
暂无简介
基本信息
- 广告战役： #Foodbank Wa-设计与品牌-ea29#
- 广告品牌： Foodbank WA
- 发布日期： 2000
- 行业领域： 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
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获得奖项：
- Cannes Lions 2019 银奖 设计（Design-driven Effectiveness）
- Cannes Lions 2019 铜奖 直效（Not-for-profit / Charity / Government）
- Cannes Lions 2019 铜奖 媒介应用（Not-for-profit / Charity / Government）
- Cannes Lions 2019 入围 品牌体验与激活（Not-for-profit / charity / government）
- Cannes Lions 2019 入围 品牌体验与激活（Breakthrough on a Budget）
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