The values of L'association Banques alimentaires Québec (Association of Quebec Food Banks) dictated the creative: accessibility, gratefulness, credibility, and above all, optimism. The brief was clear: stay away from sadness and focus on hope. For reasons both strategic and creative, the annual report was placed in a tin can. Canned peas, corn and beans are not only recognizable food bank symbols, but having to open the can to access the annual report requires an effort on the reader’s part. This effort reflects the efforts of the 22,000 food bank volunteers, members and partners to feed people in need all across the province.
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