2017 put the average cost of Christmas dinner at £2.94 per head and dependency on local foodbanks rise in the wake of Brexit. We wondered, could we use the power of our Instagram feeds to actually feed vulnerable families? We launched #tmsinstafeed in lieu of a traditional agency Christmas card, laying on a spread of delicious festive food at @tmsagency. To trigger a donation, followers helped themselves to our images and reposted, with every post equalling a donation. At campaign close, just over £11,000 was donated to foodbanks local to our studios in London, Hong Kong and Chicago.