Though hard to believe, 1 in 6 children in the United States faces hunger.
Citi asked us to help communicate a partnership with No Kid Hungry where every time you swipe your card you could donate meals to kids in need.
Our concept: When you Dine and Do Good you are not just feeding kids. You're feeding their imaginations.
The videos were not scripted. We just sat down with a bunch of kids and asked them what they'd like to do when they grow up. Needless to say that we were blown away by the power of their imaginations, their hopes and dreams.
The results were equally shocking: In less than 60 days people donated 20 million meals to kids in need.
My role involved creative direction, concept, team leadership and review of art direction.