SHARE THE MEAL

CAMERA GIVING

AWARDS:

2018
1 x Webby Awards, Finalist


DESCRIPTION:

Share the Meal is "the first app against global hunger" that enables donors to provide an entire day's worth of food to a third-world hungry child for merely 0.40€. But how can a cash-strapped non-profit startup such as Share the Meal breakthrough and gain traction in today's first-world society? By joining in on the food picture sharing phenomenon that we see happening at home, local restaurants, etc. That's how.

Thanks to Share the Meal's new in-app camera and Share the Meal branded social media filters, not only could people continue sharing beautiful pictures of food, but also pictures of their extreme generosity.


RESULTS:

  • 4 million new meals shared
  • 40% increase in donations since campaign launch
  • Celebrity participation (e.g. Vanessa Hudgens, Kaka, etc)
  • Regular appearance as a featured app in Apple's App Store
  • PSA rotations on Canary Wharf and Times Square with live integration of pictures from users and influencers



HOW IT WORKS:

IDEA OUTLINE




HOW-TO: SNAP, ADD FILTER, DONATE, & SHARE






CELEBRITY PARTICIPATION





SOCIAL MEDIA AD





CASE FILM





CONTRIBUTORS:

Lucio Regner, Lead Creative Strategist
Ryan Leckie, AD
Gabriela Shigihara, AD
Pradhan Thandra, AD
Pamela Boschma, CW