Every year AAAI (Advertising Agencies Association of India) invites agencies to take a part in Adfest’s contest which help spread a social message. This year’s they invited the ideas on ‘To End Food Wastage’. The creative team from FCB Interface tailored the theme and gave a new perspective to the whole concept. Lets have a look!
The Advertising Agencies Association of India’s contest agenda was inviting the ideas to ‘End Food Wastage’.
The FCB Interface advertising agency’s creative team came up with the idea of looking inside and introspecting rather looking for solutions outside, highlighting the issues that actually need attention. They initiated with the thought of taking up issues within the industry and further narrowing it down, to their own agency!
The final ideas was very simple and thought provoking, to make a ‘food-wastage’ poster using the food wasted by advertising people everyday.
Then waste food from all leading advertising agencies was collected by FCB interface and carted away in mini trucks to create 14 feet by 19 feet. The typography was created using the fonts of the agency. The production house McTolan Films collaborated with FCB to execute these posters. The final posters were then hanged in the air with a crane to shoot, while shooing away the crows and dogs that were hell bent on eating the posters.
This idea was just not to make the posters for an entry but also to bring behavior change on this serious issue of wasting food within our own advertising industry.
Client: Advertising Agencies Association of India (AAAI)
Advertising Agency: FCB Interface
Brand Team: Sudesh Kapoor, Chetan Salian
Group Chairman and Chief Executive Officer: Rohit Ohri
Chief Executive Officer: Joemon Thaliath
Senior Creative Director: Mukesh Jadhav, Ashutosh Joshi
Photographer/Director: Aslam K Puriyal, Akhil, Raunak Kanade
Producer: Nizam Tolan, Dildar Tolan
Production House: McTolan Films