The World’s First Really Live Feed ran 10-11am and 2-3pm, 13-18th May at Westfield’s Eat Street’s interactive billboard, London. The billboard, located amongst restaurants, was chosen for its relevance, engaging shoppers when making food choices. Shoppers fed free-range pigs on a Buckinghamshire farm LIVE by donating through their smartphones. They ‘threw’ food using the phone’s accelerometer, connecting via an app to the farm’s feed machine. The shopper was thanked, invited to feed / donate again and encouraged to share on Facebook. Subtle motion teaser ads also ran the week before. When live, ‘Feeding time at the Farm’ executions ran.

We produced a world first, successfully bringing free range farming to central London through innovative mobile technology with the following results:

• Over 5 days 5,000 apples were thrown

• 500,000 people saw the screen in Westfield – many part of gathered crowds watching and cheering feeding time

• 28% increase in charity’s website traffic

• Raised vital awareness for a small charity

And thousands of Londoners were reminded that to eat free range is to eat happy.

‘Compassion in World Farming’ campaign to replace cruel factory farming with higher welfare free-range farming. In 2012 their campaign became particularly relevant when the horsemeat scandal hit the headlines. People (especially in cities) felt more alienated than ever from the food they ate.

Our challenge was to find a way to reconnect people with the animals that produce their food, to make them feel confident in the meat they bought and demonstrate the benefits of free range farming. Our strategy was to actively demonstrate this in a high impact, interactive way that would make people feel good about the food they eat and where it comes from.