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It’s much harder for kids to concentrate in school when they haven’t had breakfast.

Their brain response slows down and it becomes harder to concentrate on tasks like reading.

That’s why the charity Magic Breakfast provides breakfast for kids who would otherwise go hungry. Heinz has an ongoing partnership with them, donating more breakfasts, and they wanted to bring closer to people why this is important.

So how can we show people that hunger makes it harder to focus for kids? We showed our audience a sentence that is impossible to focus on.

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Using eye tracking and gaze recognition on DOOH, made possible with Ocean Labs, each time someone looks at our headline – it changes to become difficult to read and the letters start ‘losing concentration’, floating away from their gaze.

Representing how hard it is for kids to concentrate if they haven’t had breakfast in a playful tone with a CTA for people to donate to Magic Breakfast too, which Heinz will match.

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