Staff Reporters
Jun 6, 2019

2019 Cannes contenders: 'Hungry Puffs' by The Brand Agency

This charitable campaign put empty boxes of a fake cereal brand on grocery-store shelves, along with a donation mechanism.

2019 Cannes contenders: 'Hungry Puffs' by The Brand Agency
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: Hungry Puffs
Agency: The Brand Agency
Client: Foodbank WA 

Nominated by:

Valerie Madon, SEA chief creative officer & Singapore chairwoman, Havas Group:

Like most great campaigns, it’s a simple idea that anyone can engage with but what I really love about it is the smart choice of creating a black-and-white box to disrupt the shelves, which also enhances the feeling of emptiness the children experience. Too many CSR campaigns fail to drive real action but this idea could be implemented easily and successfully beyond the shores of Australia.

Federico Fanti, ECD, BBDO Guerrero: 

This is a good example of how bold ideas don’t necessary need big budgets. How can an empty cereal box change people’s lives? Foodbank WA created Hungry Puffs –an empty box of cereal which sold at IGA supermarkets in the state to raise money over the Christmas period.

Dami Sidharta, ECD, M&C Saatchi Indonesia

As a new parent, I know how having children opened your eyes and heart to other children. This idea touched parents on that soft spot at the right moment, when they're about to feed their children. The simplicity of the idea and ease of participation is brilliant.

Arthur Tsang, CCO, BBH China:

Clever use of media, design and innovative mechanics. I like particularly how it simply intercepts donors at a moment when spending a little bit more is really not a big deal. An empty cereal box makes donating seamless and takes away any friction to giving, while really standing out on the shelf. Think this will really do well.

Jamal Hamidi, executive creative director, global, DDB Group Hong Kong:

Putting empty cereal boxes onto supermarket shelves to get you to donate to disadvantaged children, just at the moment when you’re shopping for breakfast for your own? So simple, you could explain it in a few seconds. So clever, you could talk about it all day. But what makes this campaign so stunning is the fact that they took an idea that so often would have fallen into the “too hard” basket, and they made it happen. Importantly, a mechanism for donation—often forgotten when you watch case study videos for NGOs around festival season time—was central to the idea itself. This idea wasn’t just about awareness, it actively contributed to the solution, with proceeds helping Foodbank to serve meals. All in all, a smart campaign that deserves to win big.

Bridget Jung, ECD, OPR:

Simple, clever, effective. I love the simplicity of selling an empty cereal box at point of sale to fight hunger. The $5 sale of each cereal box provided meals for 10 kids. The campaign kickstarted some important conversations around hunger and poverty in the festive pre-Christmas rush.

Jessica Davey, CMO, McCann Worldgroup APAC:

This is an incredibly intelligent, targeted and thoughtful idea that drove real outcomes on a very real issue. Activating in supermarkets, giving people an easy mechanic for donation as well as driving awareness and media conversation, this campaign deserves all the awards it has won and hopefully more in the future.


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