Our friends at Shaw called on us to create a video to help fill Canadian food banks. Each time the video was viewed, Shaw would donate $1 and Campbell’s Canada would give 1lb of food to local food banks. We were inspired and excited to work on such an impactful project and immediately jumped at the opportunity. The challenge? They needed the video concepted, produced, and live in under a week.
We quickly set to work brainstorming ideas that could be produced in a short amount of time, that would entice people to spread the word, and most importantly, the video. We wanted the video to “hit home” with the people to increase the likelihood of it being shared. What struck us in the brief was that 1 in 35 Canadians depend on food banks. In order to put that statistic into perspective, we used Facebook as a reference. The average Canadian has around 200 friends, that means theoretically 5 of their friends could be relying on food banks to eat. We believed the idea that your friends could be relying on the food bank was compelling enough to make people want to spread the word.
Working with animator Paul Gill the video came to life and went live on YouTube a few days later. The goal is to reach 250,000 views so that a quarter of a million dollars and pounds of food will be donated to Canadian food banks. The uptake so far has been fantastic! People shared and continue to share the video on blogs, Facebook, Twitter and all across the Internet. With a week and a half to go, we are almost half way to reaching our goal of 250,000 views.
Please watch and share the video. You never know who you might be helping.
