Client: Mondelez International - Belvita
In a nation where three million people suffer from food deprivation, Belvita and Clear Channel wanted to harness the power of positivity and the value of a smile to make a difference. But how do you reach enough people and capture enough smiles to make a meaningful contribution to the amazing work of the UK’s leading food redistribution charity FareShare? You take to the streets and shopping centres of the UK to spread joy and ask people to ‘give a smile and give a meal’. Using Clear Channel’s bespoke recognition technology within our Malls screens, people were asked to ‘stand and smile’ with the reward of a reciprocated smile and the chance to feed someone who really needed it. It turns out that joy really is contagious, and a smile is a powerful thing - with a massive 10,000 smiles captured by the OOH activity alone, thousands of free meals donated and a whole lot of positivity spread - we were grinning from ear to ear!
