The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Branded Social Post / Branded Social Campaign
Annual ID
OS_SM17054M
About the Work
It's a sobering juxtaposition: Millions of Americans devote time each day to photographing and posting every meal, snack and drink they see. At the same time, 50 million Americans struggle with food insecurity each year. Land O'Lakes wondered: Is there a way to use our obsession with posting pics of our food to not just raise awareness about hunger in America but to actually feed those in need? We partnered with Feeding America to create DeleteToFeed, a site that lets users turn their food posts into real meals. We used social media and influencer partnerships to get the word out. Tens of thousands of people deleted their own food memories to donate meals so those in need could make food memories of their own.
2017 Awards
Total Points: 5
Merit
Credits
Agency
The Martin Agency / Richmond
Production Company
MediaMonks / New York
Art Director
Rushil Nadkarni
Chief Creative Officer
Joe Alexander
Creative Director
Andy Azula
Anne Marie Hite
Jordi Martinez
Designer
Marcelo Mariano
Diego Morales
User Experience Designer
John McClaire
Writer
Chris Martin
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