The Most Colossal Casserole

Consumer Packaged Goods

2013

Proximity Canada
t: 1-416-972-5458
e: awards@proximity.ca
w: proximityworldwide.com

Creative Direction: Scott Pinkney, Dave Stevenson Art Direction: Brandon Drew Copywriting: Owen Milburn Project Direction: Kristie Filippopoulos Agency Producer: Jessica Valentini User Experience: Trevor Shaikin Creative Technology: Darrin Patey Account Director: Priyanka Goswami Account Coordinator: Karrie Kwong Account Supervisor: Rebecca Ho Ad Agency: Proximity Canada

Thanksgiving 2012 was just around the corner, and we knew that Classic Green Bean Casserole was Campbell’s top viewed holiday recipe. So, in a first-of-its-kind Pinterest hack, we turned a regular Pinboard into a giant crowd-sourced casserole: The Most Colossal Casserole, and the cost of a real portion was donated to charity for each pin or re-pin. In less than three weeks our recipe was pinned over 25,000 times, raising $10,000 for charity.