Employer: GSD&M

Client: Food Lion –  a venerated grocery store brand with more than 1,000 locations across the Southeastern U.S.

Objective: “To launch a movement that encourages people to donate resources to combat hunger within Food Lion communities by achieving a goal of 500 million meals by 2020.”

Description: The Shadows concepted and created a pro-bono campaign for the venerated grocery store brand’s anti-hunger initiative.

The team did extensive research into the Food Lion brand, eventually landing on a campaign theme centered around community. Their presentation began with professional-quality mood boards highlighting their theme. They followed it up with highly polished TV storyboards as well as finished demo radio spots (including music and full branded sign off).

The Shadows also created very ingenious concepts for Facebook based on popular viral cooking videos, with smart strategies for breaking them down into smaller components for Instagram. Finally, the team presented simple, fact-based billboards and bus shelter posters, and an out-of-the-box idea that would spread community involvement and engage school children in the fight against hunger. Their presentation was marked by highly sophisticated strategic thinking, as well as impressive creative.

“GSD&M gave us complete creative freedom to come up with an ad campaign for our client.” – Debbie Nehikhuere, UT Austin

Team Members
Debbie Nehikhuere — The University of Texas at Austin
Emily McClanahan — The University of Texas at Austin
Brandon Porter — The University of Texas at Austin
Mari Vidrio — St. Edward’s University (recent graduate)
Ricardo Villegas — The University of Texas at Austin