This empty cereal box could feed hungry kids

Hungry Puffs, as the ad above states, have absolutely no vitamins, minerals, carbohydrates or calories, which is exactly what more than 100,000 kids in West Australia have for breakfast every day.

The empty box is available at participating IGA supermarkets throughout Western Australia or at hungrypuffs.com for A$5—enough money to provide meals for 10 children. 

The campaign is the brainchild of The Brand Agency, working on behalf of Foodbank WA.

Ad Nut is mightily impressed. The effort puts the issue of hunger in front of people right when they're about to spend a lot of money on a shopping cart full of food to fill their own stomachs, and it makes it super easy to toss a $5 donation into that cart. That's got to work better than an everyday direct-mail appeal.

The campaign includes radio (don't miss the jingle in the spot below), TV, press, digital and social media.

CREDITS

Client: Foodbank WA
Client lead: Charmaine Don
Agency: The Brand Agency                     
Account management: Emma Sadler, Katrina Strugnell, Sarah Kappeler
Executive creative director: Marcus Tesoriero
Art director: Hayden Griffiths
Copywriter: Matt Wilson
Public relations: Tony Monaghan
Design and illustration: Dan Agostiono, Luke Lucas, SofiaVarano Della Vergiliana
Digital production: Paul Hamilton, Peter Farell
Digital strategy: Matt Popkes, Emily Colman
Production: Caitlin Baird, Mason Truong
Media: Angela Naaykens, Jodie Allen

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