Hy-Vee — The Volunteer

The season of giving comes with a harsh reality: for households facing food insecurity, this is often a time of anxiety, not celebration.

And Hy-Vee believes to their core that everyone deserves a reason to smile, especially during the holidays. That’s why they doubled down on their commitment to the fight against food insecurity.

This wasn’t a bunch of hot holiday air. Hy-Vee is backing this ambition by opening up food pantries in school districts across the midwest, a true testament to their obsession with the more tangible side of human connection. After all, what connection is more real than feeding your neighbor in need?

Ultimately, this inspired us to tell a story of care. One rooted in generosity, empathy, and, of course, the power of a smile. The result was the story of what happens to a teen girl when she learns that service and connection are inseparable.

The medium? A cinematic and thought-provoking brand film designed to pair perfectly with the very real impact Hy-Vee’s efforts have been making in these neighborhoods.

And heads up to any Grinches out there. This one may make some hearts grow and some tears flow.