HUNGER DELIVERY by Oniria\TBWA Asuncion for Fundacion Banco Nacional de Alimentos Paraguay

HUNGER DELIVERY

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Paraguay
Agency Oniria\TBWA Asuncion
Executive Creative Director Daniel Achaval
Creative Director Arturo Valiente, Jorge Tercarioli
Art Director Noelia Pérez
Creative Rene López
Account Supervisor Cecilia Canillas
Released September 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: FUNDACIÓN BANCO DE ALIMENTOS
Product/Service: FOOD COLLECTION
Agency: ONIRIA/TBWA
Media Agency: PUBLICA, Asunción, Asunción, PARAGUAY, PARAGUAY
Media Agency: CARAT, Asunción, Asunción, PARAGUAY, PARAGUAY
Account Supervisor: Cecilia Canillas (Oniria / TBWA)
Creative Director: Jorge Tercarioli (Oniria / TBWA)
Creative Director: Arturo Valiente (Oniria / TBWA)
Creative: Rene López (Oniria / TBWA)
Chief Creative Officer: Camilo Guanes (Oniria / TBWA)
Executive Creative Director: Daniel Achával (Oniria / TBWA)
Art Director: Noelia Pérez (Oniria / TBWA)
Media placement: Outdoor - Pizza box - 30 september 2011

Insights, Strategy & the Idea
Objective: Sensitise people about hunger problems in Paraguay, days before the national collection of food.
Target: Potential donors with a good economic position.
Insight: Waiting for food delivery makes us anxious.
Idea: To many, calming their hunger is as easy as getting food delivered, so we decide to send our message in the same way.

Creative Execution
Fridays are the most requested food delivery day and pizzas are the most ordered food, so we made a deal with the most important pizzerias in Asunción and what we did was deliver the order, but a lot later on Friday night. The pizzas were delivered with our message WITH HUNGRY YOU UNDERSTAND HUNGER.

Results and Effectiveness
The idea made an impact in the media and reached people who made it possible for the national campaign to receive more than 50 tons of food for more than 13,000 children and senior citizens in shelters.