Working with writer Taslim Malwani, we attempted to work the concept into a connecting piece. Something that brought home the idea that nearly a million Canadians were accessing and using the foodbank every year – which we both found to be a startling fact. Campbell’s brief was to work with information about the Foodbank, and connect it up to a program in which every can that was donated, Campbell’s would match that donation.
Our first concept was pretty simple and straightforward – Campbell’s to the rescue. We converted a floating vegetable noodle into a life preserver.
The second concept I felt was the strongest – FILL THIS SPACE. The intention was to use a lot of small pieces of advertising scattered in a variety of venues where not only food shopping, but dining was taking place – especially out of home dining. We wanted the idea that while the consumer was purchasing food, there was a startling number of Canadians out there unable to provide themselves with the same.
While these entries didn’t place, I felt they was strong. And I do feel like the idea, and executional ideas was very similar to the winners.