‘Meals for Children’, a part of MEIR PANIM charity organization, delivers hot lunches to 10,000 needy children, daily. The brief was to carry their message to broader audience, encourage people to an immediate action and cover the cost of at least one meal. A boy is seen facing an empty plate (real videao), looking like waiting for something to happen. The banner invites you to donate, trough SMS. The moment the system receives your SMS-the banner changes immediately: the platef ills and the boy smiles. Watching it change before your eyes, realizing your SMS has actually done it, made the difference. providing an immediate reward, plus imitating a web game feel, contributed to the motivation to act and to success of the campaign. Bronze Eurobest Winner 2007.
Agency: Shimoni Finkelstein DraftFCB, Israël.