Upload
minh-trang
View
337
Download
0
Embed Size (px)
Citation preview
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 -