Easier Said Than Done: Abstract Art or Fundraising?
I've been in fundraising for a long time. Of all the issues you try to get folks to respond to, hunger is the most straightforward. People just get it. They want to do something about it. Raising money to fight hunger is the fundraising equivalent of shooting fish in a barrel.
But when the agency guys (or maybe it was their interns) got the assignment, they decided to create a philosophical abstraction that stands for hunger: an airy castle built around the notion that for some people, food is unattainable, like a "luxury." To make that point, they used the weird conventions of luxury advertising.