Karma Cup is a campaign aiming to build neighborly connections and encourage people to help out those in need.
Patrons of coffee shops and restaurants participating in the campaign are given the chance to pay it forward by purchasing an extra meal or coffee in advance, so that a future customer in need has the opportunity to have a free meal.
This three part ad series is meant to subtly illustrate the communal impact of Karma Cup. In each individual ad, a digital illustration depicts someone paying it forward to a stranger.
But the ad series as a whole represents the effects of random acts of kindness on a larger scale by depicting strangers giving back to one another inadvertently.