Campaign strategy and identity for MATW Project's One Billion meal initiative.
One Billion was built around an extraordinary target: helping deliver one billion meals through MATW Project. The scale was powerful, but scale alone could feel abstract. The campaign needed to translate a global number into something immediate, social and human - giving people a reason to participate, share and return.
We explored two distinct ways to make giving tangible. Both shifted the story away from a faceless donation and towards a familiar human gesture, then tested how that idea could live across identity, digital experience, outdoor, merchandise and social content.
This direction made giving personal through story-sharing and transparent proof of impact. Every meal became a connection between people: a plate passed from one mate to another, across borders. A condensed typographic identity, electric blue palette and live campaign data gave the idea urgency and scale without losing its human centre.
This direction reframed a donation as the everyday act of buying a friend a meal. Designed to resonate with millennial and Gen Z audiences, it used conversational language, an optimistic yellow-led palette and playful campaign prompts to make generosity feel accessible, social and easy to share.
The final identity built on the typographic confidence and electric-blue world explored in the first direction. The name was sharpened into a distinctive 1 Billion lock-up and paired directly with the MATW Project mark, connecting the campaign target to the organisation delivering it.
The result is a bold, highly visible campaign identity designed to hold together across digital communications, fundraising moments and large-scale public applications.
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