Cheerios are often a baby's first solid food. This is a profound moment, and one parents fret over. So when we were asked to build a retail campaign for Cheerios around a "buy one, give one" offer, we felt like there was an opportunity to do something more than a promotion. We saw this as a chance to investigate the feeling of giving. And so our idea was simply that when you give your child Cheerios, you give them love. Then we decided to let some children give back to people they care about. It became much more than a Walmart-specific campaign; it became content with millions of views, a shortlisted North American Effie contender, and the yardstick by which our clients measured retail programs. That's what happens when you don't settle for communicating only an offer.