Publicis Modem New York

Betty Crocker Fruit Flavored Snacks, in partnership with One Laptop Per Child, is giving away laptops to kids in both the United States and Grahamstown, South Africa to promote education in underprivileged communities.

Publicis Modem developed the Win & Give website (winonegiveone.com) to allow American kids to help donate laptops, and in the process learn about the day-to-day challenges and experiences of kids their age in Africa. The site allows American kids to play the role of a fictional super hero by launching him to Africa to deliver laptops.

Upon landing, they are invited to explore a miniature model African town to discover videos, games, and educational content which paint a portrait of life for kids their age growing up in Grahamstown.

Publicis Modem planned to travel to South Africa to shoot the town for the site. However, due to budget cuts, we devised the plan to “bring Africa to us” by building a miniature model of the town as the main setting for the site. The miniaturized African town provided a perfect vehicle for exploring serious content in a way that remained approachable to kids. Furthermore, since we needed to leverage existing video and photo assets which lacked an overarching narrative, “The Town” provided a setting which allowed us to weave together disparate content to form a portrait of a real African village.

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Betty Crocker Fruit Snacks wanted to reach Mom and bring back the element of “Play.” Not the sit on the couch with game console “play,” the real rolling in grass, running in the fresh air “play.” So Publicis Modem built an iPhone application that inspired Mom to get out and enjoy play time outside.

The application, Play Finder allows mom to find a playground where she is via GPS. Mom can get details on the playground such as park amenities and read reviews from other moms.

Inside the application mom can get play tips and ideas. She also can take pictures to load to her play journal, then she can share her photos with friends by posting them on their Facebook profile. Modem partnered with Kaboom, a playground builder so that with every app downloaded Betty Crocker donates to Kaboom’s cause.