This year’s agenda for the Young Lotus contest is inviting ideas to end food wastage. Young guns from FCB Interface have tailored the theme for Adfest 2019’s Young Lotus contest. And the interesting part is the ads are made from real food!
The creative team came up with the idea of looking inside and introspecting rather than looking outside and looking for issues that need attention. The thought was to take up issues within the industry and further narrowing it down, to their own agency. And hence the hard-hitting communication that shows ads being made from wasted food was devised, urging for ideas to put an end to food wastage.
The ads have been completely made by the food wasted in leading advertising agencies where there is a huge kitchen space. FCB Interface collected all the food waste and then designed posters on a life-size canvas. The production house McTolan Films collaborated with FCB to execute these posters.
Robby Mathew, CCO, FCB Interface, said, “The idea was simple – make a ‘food-wastage’ poster using the food wasted by advertising people, every day. 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.”
Speaking about the campaign, Rohit Ohri, Group Chairman and CEO, FCB India and Chairman, Young Lotus Selection Team at AAAI, said, “This piece of work was not just a call for entries it was a call for behaviour change. The ‘personalisation’ of our communication helped shatter the ‘we don’t waste food’ illusion. Making the need to address this issue urgent and immediate.”
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