THE FEED THAT FEEDS
Client: 22squared
Project: Agency Holiday Card
The Project Review: The Feed That Feeds was an innovative initiative that harnessed the power of Instagram to help feed people in need. By leveraging the popular behavior of sharing food photos on Instagram, the project created a special Instagram account featuring beautiful imagery of signature dishes from local restaurants. For every "heart" or like received on a photo, the corresponding restaurant donated a meal to someone in the real world. This initiative directly fed over 500 people in local communities and made a donation to feed an additional 22,000 people across the country. The Feed That Feeds not only utilized a social platform for positive change but also fostered new partnerships between restaurants and organizations serving those in need.
Creative Team:
Chief Creative Officer: John Stapleton
Group Creative Directors: Kevin Botfeld, Al Patton
Associate Creative Directors: Kevin Taylor, Natalie Meeks
Senior Art Director: Rachel Damond
Photographers: Meagan Klementowski, Erika Botfeld