1. REFRAMING
A LOAF OF BREAD
Anni Saarinen | Stanford University | A Crash Course on Creativity
anni.mh.saarinen@gmail.com | +358 40 7108656

2. CHALLENGE
1. To look at bread in a new way,
reframing a bread
2. To create as much value as possible
starting with one loaf of bread

3. IDEA & INSIGHT
• To make consuming of “a everyday bread” something with a
bigger meaning
• A new, easy way among companies, communities and
individuals to contribute to world food security and to
improve common response to emergency and other food needs
of developing countries
TOOL ORDINARY, WELL-KNOWN
FOOD
CONSIDERED CONSUMPTION
TRADITION
“The feeling that every
purchase decision I make
says something about me BREAD AND CIRCUSES
and has consequences for
others.” GOOD TASTE &
ENTERTAINMENT
BREAD
TOMS Shoes
a company that would match every
pair of shoes purchased with a ART EQUALS MONEY
pair of new shoes given to a
child in need. One for One.
Casevideo:http://www.youtube.com/watch?v=57TOTx5UEpA ONE'S DAILY BREAD

4. SOLUTION
COMBINING A LOAD OF BREAD AND EXISTING…
Food
Food
Food
for
for
for
Peace
Progress
Education
F
$
+ +
Food for Future?
COMMERCIAL
CHANNELS + CHARITY
COMMUNITIES
CONSIDERED
CONSUMPTION
CASH
& COST
FOOD FOR FUTURE
• For every F-meal you buy, you give a load of bread to someone who
needs it most -) 1 $ goes to ”Food for Future”-programme, which
delivers the aid
• The real ”happy meal” or “extra value menu”
• An easy way to make considered purchases and lead a lifestyle that
leave one with a clear conscience, and a feeling that “I’m doing my
bit to safeguard the future”

5. VALUE
TO CREATE AS MUCH VALUE AS POSSIBLE WITH ONE LOAF OF BREAD:
• McDonalds is the leading global foodservice retailer with
more than 30,000 local restaurants serving 52 million
people in more than 100 countries each day
– If 1/10 of 52 million customer would choose F-
Meal/product or just donate 1$ or more, during one day
it would be
• 5.2 million dollars for good purpose
• 5.2 million loads of bread delivered
• 5.2 million happier considered consumer
• 5.2 million people more who have get help