Talent-driven, global, creative company BUCK has created an animated PSA campaign for No Kid Hungry, a national campaign to end childhood hunger in America. The work began airing on TV on 26th June.
BUCK created two 30-second spots in English and Spanish to spread awareness about No Kid Hungry’s Free Meals Finder Service, an existing program. The Free Meals Finder is a tool families can use to locate free food in their community. The ad informs how families can find free meals for their kids in their community in a straightforward way by simply texting 'FOOD' or 'COMIDA' to 877 877 through a cellular device - no registration is needed and no questions are asked.
The work will run in key states across the country, including California, Florida, and Texas among others. The work will also be promoted through No Kid Hungry’s digital tools, such as the website, social media, and email.
“This service is already in action, so we just want to help by letting people know it’s there,” said Kendra Ryan, creative director on the BUCK team. “Our hope is that a sincere, informative, and moving piece of animation will grab people’s attention, inspire hope, and point them where they need to go.”
Being a mission BUCK aligns with, the creative company approached No Kid Hungry over social media in late spring to ask if it could help promote its cause in some way. "No child, from any place on earth should ever have to experience hunger. We were honoured to help such a noble cause." said Ryan Honey, principal and chief creative officer of BUCK. "In fact, No Kid Hungry had an immediate need for a commercial promoting its services, so BUCK jumped at the opportunity to help."
BUCK assembled a team of artists that were able to deliver a high calibre of work in a short amount of time to meet the deadline. The team created a fast animation schedule and designed a story around the mission of No Kid Hungry, and moved quickly to uplift and inspire hope. To contribute a warm, human element to this piece, BUCK applied handmade textures and limited frame rates on its character animation. BUCK also partnered with longtime collaborators audio studio Antfood, which offered a custom-designed audio track and helped find the perfect VO artist.
The creative company's second work for No Kid Hungry breaks in August.
Creative company: BUCK
CHIEF CREATIVE OFFICER: Ryan Honey
GLOBAL EXECUTIVE PRODUCER: Emily Rickard
GLOBAL PRODUCTION MANAGER: Nick Terzich
CREATIVE DIRECTOR: Kendra Ryan
PRODUCER: Meagan Alderson
DESIGN: Loris Alessandria, Tuo Kan and David Zamorano
2D ANIMATION: Rafael Araujo and Lumi Chang
CEL ANIMATION: Stephen Loveluck