Camera Giving
— With Share The Meal
Background —
As part of Facebook's Creative Shop we were asked to help the cause of Share The Meal. An organization and app to help fight world hunger.
Insight —
People love to show off their food by sharing it on Social Media. And we turned this trend into something that's about making a positive change.
Results —
We created an extension within the app itself. With Camera Giving people could take a picture of their dish, donate, share it on their socials and influence others to also do good.
»Help fight hunger
by sharing your food online.«
CREDITS —
This project was executed in collaboration with Facebook's Creative Shop.
Art directors – Pradhan Thandra, Ryan Leckie, Gabriela Shigihara
Creative Director – Lucio Regner
RESULTS —
- Over 4 Million meals (and counting) shared so far.
- 40% overall growth in donations.
- The video “A recipe of nothing” got about 400k views in the first weekend just on organic.
- The sport stars José Mourinho & Kaká + almost 100 other influencers shared the meal for real
- Apple featured ShareTheMeal among “Hot this week” in many App Stores, including UK, Germany, Italy, Spain. - And almost all reviews have 5 stars right after the launch.
- Apple also put the App on the top banner in Germany, Austria and Switzerland. And featured it in many other countries as "hot this week", in the weeks after the launch.
- Google featured it globally at their Play Store in the New and Updated Apps.
Nominated for a Webby award