The proof is in the pudding for United Way

Created by Wunder through Accomplice Content Supply Co for United Ways, an NGO focused on economic mobility and financial security, this thought-provoking campaign highlights the effects of rising food costs in Atlantic Canada. 

Directed by Charles Wahl, The Pie shows a mother attempting to make an apple pie for her family at Christmas. She searches the cupboards for the right ingredients, trying to make do with what she has, but it’s not enough. 

With one in three people having reported that rising costs are causing them to struggle to afford basic needs, the spot subtly and sensitively highlights how holidays might look like for families who’ve found themselves unable to get by.