In the year gone by we witnessed the meteoric rise of purpose-driven advertising and, naturally, we couldn't help but cover the subject extensively! Starting from a bakery brand to Ariel's Dads #ShareTheLoad, the cause-led approach is something that some of today's brands swear by.
Suffice to say, not many of us saw this coming, but we are pleasantly surprised, to say the least. And more so with the recent, FCB-led approach.
FCB Interface tailored the theme for AdFest (Asia Pacific Advertising Festival, Asia's premier creative awards function scheduled for 20-23rd March in Pattaya, Thailand) 2019's Young Lotus contest and this year's agenda is inviting ideas to end food wastage. By far, the most intriguing part of the campaign is that the ads are made from real food!
The Young Lotus Workshop is a contest organised by the AAAI (Advertising Agencies Association of India) and AdFest. What drew our attention to this year's theme was the 'personalisation' of the communication which, in a way, helped shatter the 'we don't waste food' illusion, making the need to address the issue urgent and immediate.
The ads have been entirely made of the food wasted by leading advertising agencies (starting with the biggies - Ogilvy, JWT and FCB, of course!) that have huge kitchen spaces.
The creative agency deliberately kept it hush-hush and the entire procedure of collecting the food waste from 118 agencies, which are part of AAAI, took two days, is what an agency source tells us. FCB Interface made a "sly" attempt to collect all the food wasted and then, in a truly inspired ironic theme, turned it into 'food-wastage' posters, on a life-size canvas, on a daily basis.
Here' what Robby Mathew, CCO, FCB Interface has to say, "The difficult part was rummaging through the waste bins of all the leading advertising agencies, carting away the food in mini trucks, then creating the 14 by 19 foot layouts with putrefying food hanging from a crane, to be shot for the artwork. All this while shooing away the crows and dogs that were hell-bent on eating the poster!"
Speaking about the campaign, Rohit Ohri, group chairman and CEO, FCB India and chairman, Young Lotus Selection Team at AAAI, says, "This piece of work was not just a call for entries, it was a call for behaviour change."
Client: Advertising Agencies Association of India (AAAI)
Brand Team: Sudesh Kapoor, Chetan Salian
Group Chairman and Chief Executive Officer: Rohit Ohri
Chief Creative Officer: Robby Mathew
Chief Executive Officer: Joemon Thaliath
Senior Creative Director: Mukesh Jadhav, Ashutosh Joshi
Art Directors: Durgesh Satish Amble, Ketan Sudhir Kadam, Shireesh Bhavsar, Ashwini Raorane
Copywriters: Vignesh Iyer, Adith Mili Francis Fernandes, Imaan Surve
Account Management: Cornell Rocha, Andrea D'souza
Print Production: Hemant Randive, Aditya Dighe, Sajid Sheikh, Dilip Indule, Akash Surve
Photographer/Director: Aslam K Puriyal, Akhil, Raunak Kanade
Producer: Nizam Tolan, Dildar Tolan
Production House: McTolan Films
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