MANOS UNIDAS
MANOS UNIDAS
CAMPAIGN ‘25
our
mission
To raise awareness together with Manos Unidas about a problem that still exists, even if we choose not to see it: hunger affects more than 700 million people around the world.
Our
SOLUTION
To bring hunger into everyday conversation, we turned to popular food-related sayings: common, familiar expressions that allowed us to talk about hunger in a much more relatable way. That’s why we created “Refranes Contra el Hambre” (Sayings Against Hunger). A creative way to put hunger on everyone’s mouth.
We reimagined and rewrote five iconic Spanish proverbs in collaboration with five renowned illustrators to show the global realities of hunger.
IDEA
Manos unidas x Agustina Guerrero x 72 kilos x Javirroyo x caos ilustrado x dominga habla sola.
THE AMBASSADOR
We needed a chef who could create and certify the necessary ingredients to cook up the Proverbs Against Hunger. For this, we collaborated with the prestigious chef and Manos Unidas ambassador, Pepe Rodríguez. A key figure to put hunger at the center of the conversation and amplify the campaign.
THE CAMPAIGN
TEASER
We hinted about the campaign asking people to finish the proverbs to start warming up for the campaign.
REVEAL
The next day we revealed all the “Refranes Contra el hambre” through a hero film about the project starring our ambassador and illustrators.
OOH
We also took the campaign to the streets, occupying strategically chosen spaces to amplify the conversation even further.
RESULTS
2.2M impressions
Over 1.3M reach
Nearly 25,000 social media interactions
Features in general and specialized media outlets
And a 2% campaign engagement rate on Instagram
