Alex Makes Meals

role

Strategy, Ad Creation

client

Alex Makes Meals

credits

year

2024

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The Problem

Alex Makes Meals began as a grassroots initiative during the COVID-19 pandemic, providing meals to food-insecure communities in Melbourne. Despite its growing recognition, the organization faced a major challenge: they were only able to meet 30% of the demand. To continue their mission, they needed more volunteers and increased donations to scale their operations and reach those in need.

What We've Done
  1. Ad Strategy
  2. Ad Creation
Creative Process
  • Strategic Research – Analyzed how leading charities engage their audiences and convert interest into action.
  • Compelling Storytelling – Developed ads that emotionally resonated, highlighting the urgent need for volunteers and donations.
  • Attention-Grabbing Ad Animation – Designed a unique Pac-Man-inspired ad, where Pac-Man struggles with little food and eventually fades out—delivering a powerful visual metaphor that ties directly to the call to action.
    • Interactive
    prototype
    The Solution

    We produced a series of compelling ads that encouraged people to volunteer their time or donate to help feed those in need. Each ad was designed to be visually engaging, emotionally impactful, and action-driven, ensuring the message resonated with the right audience.

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    The Result

    The campaign was an overwhelming success. Within weeks of launch, volunteer sign-ups surged to the point where Alex Makes Meals had to turn off the ad because their rosters were full. The organization continues to see steady growth, gaining more support and expanding its impact in the community. It was an incredible project to be a part of, and I look forward to seeing them achieve even greater milestones.