I became intrigued by Empty Bowls after I saw a poorly designed pink flier in my ceramics classroom asking for willing students to donate bowls towards their cause. After being assigned an advertising campaign targeting a non-profit organization in my Ad class, I knew that I would try to improve Empty Bowls' marketing.
I found a basic description of the company and its goals on the Empty Bowls website. "Empty Bowls is an international grassroots effort to fight hunger and was created by The Imagine Render Group. The basic premise is simple: Potters and other craftspeople, educators and others work with the community to create handcrafted bowls. Guests are invited to a simple meal of soup and bread. In exchange for a cash donation, guests are asked to keep a bowl as a reminder of all the empty bowls in the world. The money raised is donated to an organization working to end hunger and food insecurity."
From the start I saw two main challenges that I would have to approach:1. Create consistant branding that could be used in multiple locations. Although research showed that multiple logos had been used for various empty bowl events, there was no consistency.
2. Target two main audiences, creators and buyers. Each event would need various artists from the community to donate their bowls as well as a number of event attendees.
As required by the assignment, I approached these goals by using print advertising and guerilla marketing.