Our client is a well-established organization fighting to end childhood food insecurity. Despite their long-standing reputation and recognition, they were hoping to leverage new technology for their latest call for donations. With a curiosity about AR and VR, they tapped our team at CXR to explore the possibility of creating a new kind of campaign – and tell their story in a whole new way.
Deployment of a WebAR experience that includes voiceover, custom animated 3D models, and a frontend built on the 8th Wall platform.
The CXR team modeled a custom kitchen with cupboard exteriors and interiors as well as a whiteboard and countertop. Generic cans of food were created and animated to coincide with the voiceover messaging.
Not only did the voiceover need to be on queue and match the visuals, but it also needed to perfectly sync up with the animations of food disappearing and reappearing, cabinets opening and closing, and the final CTA at the end.
In terms of creating the most emotional response, our team focused on small details such as the visual state of the experience at the end. Leaving an empty cabinet over a full one left users with a lasting reminder that food insecurity is a pressing issue that still plagues society.
Feed the Children is thrilled with the way we helped them tell their story with an extra dose of realism that highlights the severity of the issue. Instead of the wait-and-see approach of their typical direct mailer, this interactive campaign has already seen hundreds of clickthroughs and an uptick in donations. With the success of this campaign, they have an exciting new type of campaign in addition to their traditional methods, and are better prepared to reach a new generation of donors.