Devised by FCB Johannesburg's creative team of Gerhard Myburgh, Mimi Cooper and Lance Vining, the sticker mimicked the top of a donation tin so that, when a shopper removed it from the shelf, it caught the eye by appearing out of place and unexpected, and ensured he or she read the accompanying text. This briefly explained that KOO was donating a percentage of sales of tinned food to the charity.
The simplicity of the campaign, and creative use of the product itself as a medium, so impressed Creative Circle ‘Ad of the Month' judges that they awarded it first place in the out-of-home category in the March competition.