‘Meals for Children’, delivers lunches to 10,000 needy children, daily.The brief was to carry their message to a broader audience, encourage immediate action and cover costs of at least one meal.The idea was to set up a ‘meeting’ with one child and provide an immediate feedback to the action (your donation).

Imitating a web game feel, a boy is seen facing an empty plate, looking like he's waiting for something to happen. The copy invites you to donate, through SMS. The moment the system receives your SMS – the banner changes immediately: the plate fills and the boy smiles.