Kilts Feed kids
Nomination
Images







Videos
Direct link: https://vimeo.com/294152845
Direct link: https://www.youtube.com/watch?v=MS_t3qiT-u8
Category
Design for Good
Company
Launch Digital Ltd
Client
Launch Foods
Summary
The Kilts Feed Kids campaign was designed to help
promote and raise awareness for the Launch Foods charity and Unity Grill social
enterprise in Glasgow and Ayrshire. Launch Foods marry the problems of food
waste and food poverty using surplus food from large companies to provide warm,
nutritious meals to children in primary schools across Glasgow and Unity Grill
is a Social Restaurant in Ayrshire where 100% of the profits are used to
challenge food poverty. The reason is to help under-privileged and
below-the-poverty-line families in Scotland by raising funds to provide hot and
healthy meals for children. Our Creative Director Richard came up with the idea
of designing a new tartan for the campaign, it had to stand out to get notice,
and so he came up with the brilliant Launch Pink tartan which we registered with
the official Scottish Register of Tartans
(https://www.tartanregister.gov.uk/tartanDetails?ref=12446). The tartan was
woven and turned into kilts which the Launch team wore every day for a year at
corporate events, networking, in the street, out walking, running, to the gym,
in restaurants and lots of other places to raise awareness and get people asking
questions such as: “Why are these idiots wearing a bright pink tartan?!”. We
worked with Slanj to turn that tartan into other products including wrist bands,
bow ties, hip flasks, trousers, bagpipe covers, hybrid kilts and face masks
during the COVID pandemic that could be purchased with the profits all going to
help feed hungry kids. During the COVID pandemic we came up with the idea of
turning the tartan into a facemask and we sent one to many different Scottish
celebrities to raise even more awareness for the cause, we even managed to get
the First Minister at the time to wear the tartan in the Scottish Parliament,
the Kilted Yogis wore the pink tartan kilt during one of their yoga videos and
Chef Gary Maclean visited Launch Foods to help promote the cause. The campaign
also included PR, marketing, website design, social media, photography and video
with Elaine C Smith, George Bowie and Jonathan Watson. The campaign raised
thousands for the cause and continues to raise funds and awareness. Craig
Johnson, the Founder of Launch foods has since appeared on BBC One Show’s “One
Big Thank You” for all his efforts helping to feed children and Richard has gone
on to teach the Design for Change module at Glasgow Caledonian University.