Innovative concept and design solution by
, to help fight the hunger problem in the state of Rhode Island. “Nothing” was literally turned into something. 40,000 empty cans to be exact. Read the article and check out the design, and video, after the jump.
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The campaign wants to take the phrase that “Nothing can end hunger” and turn it into a positive, proactive approach. To achieve that, the campaign treats “Nothing” like a brand name, making it a tangible product in the form of cans that look like they could contain soup, peaches, peas or other foods — but are actually empty.
Via NY Times:
“The goal of a campaign that seeks to fight hunger is to make something of nothing. The pro bono campaign, which began last Tuesday, is appearing on behalf of the Rhode Island Community Food Bank. It was created by a Providence, R.I., agency named Nail.
The campaign wants to take the phrase that “Nothing can end hunger” and turn it into a positive, proactive approach. To achieve that, the campaign treats “Nothing” like a brand name, making it a tangible product in the form of cans that look like they could contain soup, peaches, peas or other foods — but are actually empty.
Each can bears a green, red and yellow label showing an empty bowl in which a spoon rests forlornly. Above the bowl are the words “Nothing” and “R.I. Community Food Bank” and below it are the words “An unnecessary tradition.”
The effect is not unlike looking at a “Twilight Zone” version of a vintage can in an ad for a venerable food brand like Del Monte in a Life magazine from the 1940s or 1950s.
There will be 40,000 cans available for purchase, at $2.99 each, at food stores in Rhode Island that include local outlets of national chains like Whole Foods Market and Dunkin’ Donuts as well as local retailers like Brigido’s Fresh Market and Dave’s Marketplace.
The campaign, which is to continue through July, is centered on a Web site, nothing.org, which asks on its home page, “How can an empty can feed so many?””
