The Brief

Most of pictures you see on social media is food. We used those pictures to help out the starving kids in Africa. Our project changed an ordinary food picture to a form of donation, all with just a little bit of help from customers. We called it 'Yummy Donation'.

Creative Execution

This is execution steps for Yummy Donation. Step 1. Simply tap your phone on the tabletop ad. It will automatically make the character on your plate come alive using augmented reality. Step 2. Capture this image and upload it to your social media account. Step 3. Show your post to you while paying, and Bitter Brown will donate 10% of your bill. By adding technology to plates, the restaurant “Bitter Brown” allowed people to support a good cause by doing something they do every day, posting food pictures on their social media.

Describe the creative solution to the brief/objective.

Customers' pictures on social media were the method of donation. It was a new way to donate easily. Also, customers could make your own advertising by posting pictures (It was consumer-made ad) and their friends helped spread the message. It was viral promotion through relationships.

Results

The picture of people sharing their food with an African boy was an innovative medium for charity that spread through social media and encouraged contributions. As a result, 14,800 people participated. It was covered by local broadcasting channels and newspapers. Sales increased 142% and brand awareness increased 417% during the campaign.