The Edocation Grant
This one’s for the college kids surviving on instant ramen and microwave mac. I see you and i’ve been you. We launched the Edocation Grant, a real scholarship that pays out in food, not cash—inviting post-secondary students to submit photos of their most tragic “am i really about to eat this” struggle meals for a chance to win $2,000 worth of Edo Japan per semester. The result? A flood of unhinged submissions, a program built to last, and students finally eating like functioning adults (with vegetables).
When it came to reaching hungry students, we knew exactly where to find them: on campus and online. So that’s where we showed up. We blanketed university centres, residences, and dining halls with hundreds of posters, driving students to apply for the Edocation Grant.
Going guerrilla
Launching on social
To get the word out, we kicked off The Edocation Grant with a high-energy reel featuring some absolutely unhinged looking struggle meals. I planned and shot the food—intentionally unappetizing, deeply relatable, and far more fun than making things look pretty for once.
Passing the torch
We tapped college influencers who are actually living the student life—Canadian post-secondary creators who carried the message straight to their audiences.
Some of the entries were proof this grant couldn’t have come sooner.
The internet showed up with an unholy amount of struggle meals, and we rewarded one brave student with a semester’s worth of Edo Japan as promised. Mission accomplished.
Credits
My Role: Art Director
Copywriter: Bailey Robson
Creative Director: Ryan McNeil
CCO: Lance Martin
Agency: DonerNorth (formerly UNION)