Hungry Puffs

During late 2018 I had the pleasure of being part of the design team that rolled out the Hungry Puffs campaign. An idea envisioned by talented creative duo, Hayden Griffiths and Matt Wilson.
Birthed from a collaboration between The Brand Agency and Food Bank WA, the campaign gained national attention when its innovative approach resulted in earned media and won awards worldwide.
In 2019 I had the pleasure of working as part of the design and creative teams, to deliver the Hungry Puffs campaign. Foodbank was dealing with a crisis. Federal funding for the charity was under threat while demand for food relief was at an all-time high – with many Western Australian children being the worst affected.
To tackle this huge problem, we created a new cereal brand called Hungry Puffs. Inside the box was nothing, which is the same breakfast over 100,000 West Aussie kids wake up to every day. In the lead-up to Christmas, an integrated campaign helped promote our empty boxes of Hungry Puffs which were stocked in over 40 supermarkets across Western Australia. 
Grocery shoppers in cereal aisles normally looking to feed their own families were suddenly encouraged to support a much bigger issue, helping kids that go without breakfast every day. Each box of Hungry Puffs sold provided 10 children with their next meal.
Awards won
Cannes Lion - Silver
Hungry Puffs
2019, Design
Cannes Lion - Bronze
Hungry Puffs
2019, Media
Cannes Lion - Bronze
Hungry Puffs
2019, Direct
LIA Design Award - Bronze
Hungry Puffs
2019, Direct Marketing
LIA Design Award - Bronze
Hungry Puffs
2019, Non-profit
Good Design Awards - Finalist
Hungry Puffs
2019, Social Impact
DIA Awards - Award of Merit, Design
Hungry Puffs
2019, Design
DIA Awards - Best in State, Packaging
Hungry Puffs
2019, Design
DIA Awards - Best in State, Packaging
Hungry Puffs
2019, Design
AGDA Awards - Pinnacle, Design Effectiveness
Hungry Puffs
2019, Design
AGDA Awards - Distinction, Design for Good
Hungry Puffs
2019, Design
↑Back to Top