Part prank, part do-gooder, this aggressive ad campaign is definitely a bold move. Knowing that most people get relatively cranky when they're hungry, a Paraguayan ad agency concocts a unique campaign of deliberately late pizza deliveries to ornery customers--a simple plan helping ordinary people to understand what it's like to be hungry for more than just one evening.
ONIRIA/TBWA teamed up with the Food Bank Foundation to work with two pizzerias in Paraguay. Both pizzerias assured customers their food would arrive in 45 minutes but deliveries were purposely completed much later, prompting angry inquiry calls.
Once the food finally does arrive, customers find a note that reads, "When you're hungry, you understand hunger." The pizzas are free of charge but any money given goes directly to the Food Bank Foundation, which helps those who are hungry on a regular basis.