Cannes Lions

#FOODSHAREFILTER

DDB SPAIN, Madrid / MANOS UNIDAS / 2013

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Overview

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OVERVIEW

Description

Millions of people around the world suffer from hunger. A number that increases while the number of donations to Manos Unidas, a Spanish NGO which fights against hunger, decreases. The NGO needs to amplify its target and appeal to young people.

At the same time donations decrease, millions of young people share their food everyday on the

Internet through Instagram. The food-porn is an Instagram movement promoted by young people that consists of uploaded pictures of food. So young people are getting used to using and downloading photo filters and apps to improve the pictures they upload to Instagram. And they don't mind it they have to pay for the apps.

We created #Foodsharefilter, the first supportive Instagram filter. A filter available in the Apple Store and Google Play on which users can share their food, but share it for real, because the money raised from the download (€0’89), is destined for programs to fight against hunger by the NGO Manos Unidas.

The first week of its launch without the support of any type

of media campaign we obtained:

- More than 500 donations.

- We were on App Store TOP 15 paids apps in Spain.

- 30 appearances in the most important Spanish News media.

- More than 1800 mentions in Twitter, including football players.

- #FoodShareFilter was published in more than 150 blogs

and websites around the world.

Execution

We created #Foodsharefilter, the first supportive Instagram filter. A filter avalaible in the Apple Store and Google Play which whom users can share their food, but share it for real. Because the money raised from the download (0’89€), is destined for programs to fight against hunger by the NGO Manos Unidas.

Outcome