THE BRIEF: Create an exclusive charitable event for HEB, our biggest retailer in Texas

 

THE STRATEGY: Texans are famously proud of their state, so we put a Texas twist on the national Every Little Bottom diaper donation program and made it Every Little Texan. Every purchase at HEB would generate a donation to a diaper bank in the Lone Star State - and since everything is bigger in Texas, we doubled the standard donation. 

ART DIRECTION: Hannah Saunders