The Brief

The Bernas Bowls for Humanity cause was a pledge from Bernas to give a portion of every pack of rice purchased, to orphans in need. To create the easiest possible way for people to donate rice, Bernas tied up with several restaurants and gave diners the chance to donate by simply ordering a special bowl of rice. Every time one was ordered, a donation was made on their behalf.

Creative Execution

Perfectly positioned to garner donations and publicity, Bowls for Humanity’s special half-bowl made giving to the cause the easiest decision to make. Striking diners in this relevant and important moment helped to contribute funds for the cause, as well as made the goodwill Bernas was doing, the topic of many dinner conversations.

Describe the creative solution to the brief/objective.

Bowls for Humanity aimed to reach every single Malaysian who ate rice – to contribute to the cause. The average Malaysian eats out 5 nights out of every week, so the frequency at which they were exposed the campaign reached an all-time high on ground. Strategically targeting people as they enjoyed a meal of their own, evoked an emotional response and prompted over 89,000 special bowls to be donated.

Results

The response from restaurants and diners alike was phenomenal. People loved how easy Bernas had made it for them to donate to Bowls for Humanity, and were happy to keep contributing every time they ate out. 8out of 10 diners posted a picture of their special bowl on a social media site, garnering further publicity for Bowls for Humanity across Facebook, Twitter, Instagram and Path. This simple bowl opened a host of creative responses and brought the campaign right into people’s everyday lives, and meals.