CAN GOLD AWARD
The advertising industry spends an insane amount of money on award shows, especially Cannes.
We found that for the cost of a Cannes Gold Lion, you could actually save the lives of 33 malnourished children.
So we made Can Gold, an award agencies could buy for the same cost as a Gold Lion. Only the money went to the charity Action Against Hunger to save starving children's lives instead of advertiser's egos.
During Cannes, we updated the website with actual Cannes Gold Lion winners.
Participants could message each agency winner through Facebook or Twitter, telling them to buy a Can Gold and feed more than their egos.
AD: Casey Schweikert