The Greater Chicago Food Depository had two ambitious objectives. First, to raise donations of food and money. Second, to raise awareness not only to keep it top of mind for givers this year, but also to help it continue to build on its base of support in Chicagoland for years to come.

We marketed these fake “luxury” brands like you would any designer brand, complete with fashion clichés—waif-thin models, vacant stares and massive logos. The irony is complete when the viewer realizes that for many a meal is as out of reach as a high-end timepiece.

Launched in November 2008 during the holiday shopping season, the campaign achieved both objectives and helped put food on the table for over 500,000 Chicagoans.