Hill + Knowlton needed an engaging prompt to help their client strategize and define brand objectives for a new initiative, "My Special Aflac Duck". The campaign centered around a stuffed animal baby duck that serves as support to hospitalized children battling cancer. This loaf of bread is an activity book to help facillicate that discussion. Questions and prompts are printed on each slice.

Bread as an unexpected container for the book was born from the triad of the idiom "food for thought", the act of "feeding the ducks", and strategic principles for effective storytelling – "Wonder, Wisdom and Delight". 

Creative Direction
Design & Production