Discarded Agency Food Used For Campaign About Food Wastage in Advertising Industry

One of the perks of working at a big company is the ample kitchen space and often the generous availability of food. The problem is that a lot of that food gets wasted.

Yes, even in the saintly world of the advertising industry.

Working with this insight, FCB Interface tailored a fun theme for Adfest 2019’s upcoming Young Lotus contest with a poster campaign “completely made by the food wasted in leading advertising agencies” to raise awareness of the problem in the ad industry.


 

The intent looks to be good-natured ribbing and According to AdFaqs food was collected from 118 agencies and took about two days. Credit them for a good idea, yes. But also credit them for getting the actual food wasted from ad agency trash bins. Ouch.

“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 feet by 19 feet layouts with putrefying food, hanging from a crane to shoot the artwork, all the while shooing away the crows and dogs that were hell-bent on eating the poster,” said said Robby Mathew, CCO, FCB Interface.

Insert joke here about “that ad work really stinks”.

Production house McTolan Films collaborated with FCB to create the posters encouraging various agencies to be smarter about food waste.


 

One reads:

“The ad is made from the food wasted by Ogilvy. Feeling Guilty? Send an idea to end food wastage.”

The same line is directed towards other agencies whose food waste was used.

The posters even go so far as to call out the creative heads, directly addressing Ogilvy creative lead, Piyush Pandey, JWT India’s Senthil Kumar, and others.

FCB even took aim at itself in the AdFest Lotus campaign.

The client for the work was the Advertising Agencies Association of India.

Check out the video to see how the posters were put together. Hope those folks were paid very well for their work.

“This piece of work was not just a call for entries it was a call for behavior change. The ‘personalisation’ of our communication helped shatter the ‘we don’t waste food’ illusion,” said Rohit Ohri, Group Chairman & CEO, FCB India and Chairman, Young Lotus Selection Team at AAAI said. “Making the need to address this issue urgent and immediate.”

Credits

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

For more info on AdFest, go here.

This article has been updated with campaign images and more info.

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Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

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