The Bread Art Project

The Bread Art Project is an integrade campaign that allows consumers to create art and help fight hunger.

For years, diets had made bread the enemy. The Grain Foods Foundation was looking to restore some balance by reminding people of the many health benefits bread provides. And at the same time, reinforce some positive feelings about this much-maligned staple.

So we created The Bread Art Project. A virtual art museum that allowed people to ‘toast’ their own works of art onto sliced bread canvases.

For each art piece created the Grain Food Foundation would donate $1 to Feeding America, a national organization that provides food for millions of needy Americans.

The campaign created a memorable viral experience in which consumers could view and create original art, share it, and, oh yes, learn a little about nutrition in the process. Best of all, we used the content created in the museum as our ads to promote the program.

Thus, in one idea, we raised money, educated consumers, created a community, and made some pretty awesome art. How good is that?

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