Title	THE GENEROUS BOX
Brand	GENEROUS
Product/Service	COOKIES
Category	F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION
Entrant Company	BOWLING BRUSSELS, BELGIUM
Advertising Agency	BOWLING BRUSSELS, BELGIUM

Name	Company	Position
Christophe Ghewy	Bowling	Associate Creative Director
Gwenn Nevelsteen	Bowling	Associate Strategic Director
Dimitri Mundorff	Bowling	Client Service Director
Jan Sidgwick	Bowling	Head Of Studio
Jens Claessens	Freelance	Illustrator
Soraya Hellara	Bowling	Account Manager

Brief Explanation

Create an easy low-budget tool for Generous to produce content for social media. Reinforced the brand name by being generous.

The Brief

Generous is a fresh hand-made cookies company with a small marketing budget. For the launch of the brand we created an outstanding packaging with Generous characters and their stories in order to gain earned media. For this campaign Generous asked us to create more brand awareness in a Generous way.

How the final design was conceived

Generous regularly sent us a boxful of broken cookies, because they couldn’t sell them anymore. This gave us the idea to generously donate the broken cookies to a caring person or a charity organization. For this generous act, we created The Generous Box. A big box full of broken cookies featuring all the familiar Generous characters like Charlotte Chocolat, Victor Vanille, Sylvain Speculoos and Céline Citron. This time, they’ve had a bit of an accident while baking cookies. You can read all about how it happened on The Generous Box.

Indication of how successful the outcome was in the market

Thanks to the Generous box new costumers get in touch with the Generous brand in a Generous way. Even though the cookies were broken the receiver of the Generous box could taste the delicious flavor and share them with colleagues and friends. The pictures and stories were shared on social media. Spontaneously people start to nominate generous people who deserve to receive the Generous box. Generous evolved from a product based communication to a dialogue with the target audience about generosity.