Action Against Hunger launches Can Gold; new award at Cannes to feed the hungry, not the egos
It’s no secret how much money advertisers spend on their own self-interest every award season, from entries fees to the awards themselves.
But this year during Cannes, a new award, conceived by creatives at BBH New York, is giving them a chance to give back. This is Can Gold–a glorified tin can going for the same price as a Cannes Gold Lion, an impressive $1,500. Only all the proceeds go towards the global charity Action Against Hunger.
A donation of just $45 can save the life of a seriously malnourished child and bring them back to full health in 45 days. So for the cost of one Cannes Gold Lion you can save 33 lives.
During the Cannes Festival of Creativity, Can Gold aims to gain the attention of the big winners.
By going to the site, www.cangoldaward.com people can see Gold Lion winners as they’re announced. Then tweet at the agencies and clients, encouraging them to buy a Can Gold and feed more than their ego.
Says Andrea Tamburini, CEO, Action Against Hunger: “We’re excited by the creative energy and generous spirit of the advertising industry through this campaign, allowing us to do more of our lifesaving work.
“For almost 40 years, Action Against Hunger has led the global fight for a world free from hunger, saving the lives of malnourished children and their families, supporting them before and after disaster strikes. We enable people to provide for themselves, see their children grow up strong, and help whole communities prosper.”
Hashtag: #CanGold
Twitter: https://twitter.com/cangoldaward.
Facebook: https://www.facebook.com/CanGoldAward/.
Client: Action Against Hunger
Agency: BBH NY
Creatives: Casey Schweikert & Liz Loudy
Digital: Domani
Photographer: Lisa Shin
6 Comments
But will they enter this in awards? I hope not
What a considerate and generous gesture!
I would like to know the outcome of this ‘life saving’ idea.
Maybe this will prove our industry is filled with better folks…
Just maybe.
Me? I just help out distributing food hampers door to door at economically disadvantaged neighbourhoods.
No award.
No credits.
No 1% processing fee to credit card companies.
‘We heard the masses were starving so we made them cup cakes.’
Given the extra ordinary amounts spent eating, drinking, entertaining and otherwise indulging at this event, it seems an appropriate way to direct some much needed support elsewhere.
Given the extra ordinary amounts spent eating, drinking, entertaining and otherwise indulging at this event, it seems an appropriate way to direct some much needed support elsewhere.
It’s asking for a Purity Pledge at a orgy nite at Hugh Hefner’s mansion.