Dairy co-op, Tillamook, wanted to empower people to give back during the holiday season. We came up with a social activation, “Fill the Plates,” and rallied thousands of people to donate 500,000 meals through No Kid Hungry. A tweet with the empty-plate emoji was all it took to help. Hint: video password rhymes with 'feedthesquids'
SHORTY AWARDS - GOLD - Best Online Community
SHORTY GOOD AWARDS - WINNER - Mobile Campaign
SHORTY GOOD AWARDS - WINNER - On A Shoestring Budget
SHORTY GOOD AWARDS - WINNER - Poverty and Hunger
SHORTY GOOD AWARDS - WINNER - Food and Beverage
SHORTY GOOD AWARDS - SILVER - Twitter Presence
Here's the tweet that kicked off the activation. Within 6 hours, we were the trending topic on Twitter in LA, Portland and Seattle.
A bunch of kindhearted celebrities joined in to donate, pro bono. William Shatner, a.k.a. Captain Kirk, tweeted not once, but four times, which ultimately helped us reach 26 million earned impressions.
Big thanks to:
Creative Director, JC Abbruzzi
Designer / Art Director, Laura Beck
Social Strategist, Tricia Teschke