all it marketing effort or word power. A unique exercise - playing on the word Hunger was carried out in a grocery store in Canada by Campbell Soup. Four thousand eight hundred twenty cans of Campbell�s Soup were used to build a piece that spelled HUNGER. The campaign parallely encouraged buyers to donate one can of soup to the local food bank while they pick up theirs. The installation slowly disappeared as buyers picked soup cans - displaying the thought that individual efforts can bring an end to the worldwide problem of hunger. In another campaign, Campbell Soup consumers left food items next to their letter boxes to be delivered to food banks.

Advertising Agency: Leo Burnett, Toronto, Canada.... more