Everyone remembers sitting at the kitchen table cutting out dozens of Box Tops for their classroom. A grade school right of passage, this program has a special place in the hearts of students and parents across the country. In an effort to streamline the donation platform, General Mills created a new app that scans your receipt to submit your Tops.
Tasked with introducing this updated platform to General Mills consumers, our team capitalized on the competitive spirit of moms and dads in every school district to create a campaign full of campy school pride and subtle, passive aggressive humor. I was extremely proud to concept one of the two design platforms we pitched, and even happier when we had such great writing to bring it to life.
Copywriter: Molly Stapleton