The ONIRIA/TBWA Campaign for Hunger Tests Customer's Patience

 - May 24, 2012
References: creativesociety & springwise
A strong approach to raising money for the Food Bank, the ONIRIA/TBWA campaign used delayed pizza orders to make a point about lack of food in the world.

The campaign worked by pairing together with the two top pizzerias in Paraguay to pusposely deliver orders incredibly late. This clearly upset the customers, who upon receiving their pizza, were given their dinner for free with the option to donate to the Food Bank. The slogan featured in the accompanying video states "When you’re hungry, you understand hunger," and this quote rang true for the campaign. Though initially disgruntled, the customers were generous with their donations.

A massive success, this attention-grabbing campaign is ingenious for the way in which it forced people to confront the issue at hand. Could this be the new approach to feeding the world? Only time will tell.