Brief: Create a nationwide fundraising event to raise money for Scotland’s children.

Insight: Kids in poverty often don’t have breakfast and come to school hungry. This makes them more likely to underperform.

Soution: If breakfast is the most important meal of the day, the Big Scottish Breakfast is the most important meal of the year. For one day, people will enjoy and celebrate breakfast together and raise money for the cause.

Client: STV Children’s Appeal. Type: Art Direction, Print. Year: 2017.