The snack category is a cutthroat jungle, and KIND snacks needed to find a way to increase trial, while staying true to their small-brand feel and social mission to celebrate kindness. So we created #kindawesome: a program that rewards kindness, with KIND bars. We simply asked participants to spot a kind act and send a KIND snack at howkindofyou.com.

CW: Me

ADs: Abbas Deidehban; Kevin Chan; Julia Melograna

CD: Eric Burnett