The IDA operates under the World Bank, their job is to finance poor countries by giving them low-interest loans. It has been supported by countries from all over the world for many years, and their assistance is producing real results, as an example: South Korea, which has received a loan that has helped it build a strong position in the global market, and is now pouring money into the organization itself. The organization lacks awareness among young people, who are beginning to have a real impact on how government operates in the state. Our job is to show young people that the IDA is the best investment in the future because it supports poor countries and gives them the opportunity to develop, which has a real impact on the whole world.

Lubella is a brand with a long tradition that has built its position on the Polish market in the breakfast cereal category. Cereals are one of the most frequently eaten breakfasts that do not require too much effort from the young. But they are also eaten as a snack during watching favorite series or browsing social media.

What IDA and Lubella have in common is concern for young people. We know that young people don't believe global organizations, so we want to show IDA's work with real examples and testimonies. That’s why Lubella will build IDA’s awareness through a product that young people love – cereals.

“I don't believe that global organizations really do any good. I don't see any effect of donated money”.

We want to show that IDA’s actions translates into real changes. We are creating new cereal packaging on which we will place virtual avatars of countries that have received support from IDA. By scanning the BOX, we will bring the avatars to life, each telling their own individual story. Each story will link together to create an engaging mini-series. We will prepare 10 versions of the packaging, each with a different face representing different country.

To promote our BOXES we will make partnerships with the most popular influencers among our target group. Their task will be to promote the campaign and create content with our product on TikTok and Twitch. We will also create special AI effect on TIK TOK, where you will be able to generate digital avatars of all countries who are IDA members. To create even more content we will release continuation of IDA’s stories on Spotify.