[Young Creative Academy] Graduation Project

FOOD

FOR

THE

HUNGRY

SPIKES ASIA 2015 – YOUNG CREATIVE ACADEMY

GRADUATION PROJECT by Minh Trang, Rachel, Dazale

PROBLEM

In Vietnam, people usually

over-order food at restaurants

FOOD WASTAGE[ ]

INSIGHT

ego

mannersSee food running out while eating

=> eat less to leave food for others, which is uncomfortable

The orderer: “I don’t want to make others feel off-put and

uncomfortable due to not enough food”

Order many dishes = show the ability to pay for them

The orderer: “I have money”

Will we solve their

“EGO” and “MANNERS” problem?

No.

SOLUTION

give leftovers

charities

distribute

the hungry

Let people keep their ego and courtesy while doing a meaningful act

Idea: People give away

the untouched food

ordered by them and

receive a small discount

as a reward

Big Idea

FOOD as CURRENCY

Are they paying

a small part of their meal

by their own food?

EXECUTION

fud.food

for

the

hungry

Promote “fud.” as

a new method of payment

accepted by restaurants

=> Create curiosity

“Food for the hungry” campaign:

People stick this sticker on plate/bowl/…

which has the untouched food

they want to give away, and

get a small discount as a reward

=> Create a simple act to do charity

Plates/bowls with sticker

put aside by restaurants,

then collected and

given away by charities

INSPIRATION

Narrowing down the problem

Keep It Stupid Simple

“Sometimes

if you want

people to

know the truth,

you have to

TELL A LIE”

“Create ACTs,

not ads”

Efficient

teamwork

to solve a brief

in 48 hours

The “food wastage”

problem on which level:

Individual, Household or

Business?

The similar and different

behaviours of people

in Vietnam, China, India

and Singapore

Advertising by the book

- S.P Ong -

Beautiful Digital

Experience

- McCANN -

A career and a calling

- BBDO India CEO -

- Lunch with Young Marketers Academy -

The teamworking

process of

self-brainstorming,

building others’ ideas,

choosing ideas

(using Impact –

Implementation Grid)

and reflecting

You only need 48 hours

to solve a brief

- The POP UP Agency -