2019 Winners & Shortlists

PURE TRASH - THE DISGRACEFUL ART SHOW

Short List
Client/BrandFOOD NOT TRASH
Product/ServiceNGO
EntrantMULTIPLY MARKETING CONSULTANCY Abu Dhabi, UNITED ARAB EMIRATES
Type of EntryCraft
CategoryExperience Design
Idea Creation MULTIPLY MARKETING CONSULTANCY Abu Dhabi, UNITED ARAB EMIRATES
Media Placement MULTIPLY MARKETING CONSULTANCY Abu Dhabi, UNITED ARAB EMIRATES
PR MULTIPLY MARKETING CONSULTANCY Abu Dhabi, UNITED ARAB EMIRATES
Production MULTIPLY MARKETING CONSULTANCY Abu Dhabi, UNITED ARAB EMIRATES

Why is this work relevant for Direct?

The campaign's main platform centered around two white walls that were transformed into a non-traditional open-air art exhibition, where government officials, residents, and media representatives were exposed to the food waste epidemic through our artworks, interactive installations and our video documentary where we ultimately proved that there is more life in trashed food than people might think. The shock generated by the exhibition kick-started a region-wide conversation on television, newspapers and social media; which ultimately drove people to our educational digital platform, where they learned how to make an impact against food waste.

Background.

People living in rich countries have formed wasteful food habits as a result of their higher buying power. In the UAE More than 3.5 million tonnes of food is thrown away each year. A majority of that waste happens on an individual level at home, in the supermarket and at restaurants. Estimates from the Abu Dhabi Centre for Waste Management, Tadweer, suggest food waste accounts for up to 50% of all waste generated in the capital alone. Shockingly, a lot of that waste is still perfectly good to eat. ‘Food Not Trash’ set out to shed light on the situation and give people access to the right tools and preventative measures to eventually help reduce food waste on an individual level.

Describe the creative idea.

We searched the city’s bins to find our inspiration, and what we found was shocking: fresh food, sealed food, partially eaten food and ‘not so good looking but still edible’ food were all found in the trash. So, in order to highlight the tremendous amount of good food that goes to waste and prove that there is still life in trashed food, we took the good food we found in the bins and created masterpieces that were exhibited at the ‘Pure Trash’ exhibition in Reem Central Park, Abu Dhabi along with screening a video documenting the whole process; and through art, we gave the trashed food back its glory and most importantly, a purpose.

Describe the strategy.

The ‘Pure Trash’ campaign was split into three major phases; the ‘Catch’ phase where we created awareness, bringing the subject of food waste to the attention of the public by turning 2 white walls in Abu Dhabi into one shocking message that resonated around the region on television, newspapers and social media. This led to the ‘Engage’ phase, which took the on-ground activities into a conversation on various social media platforms. From there we led people to the ‘Educate’ phase on our educational digital platform, where they learned how to make an impact against food waste with our integrated advice on how to take preventative measures to address food waste at home, in the supermarket and at restaurants.

Describe the execution.

To highlight the tremendous amount of good food that goes to waste, we searched the city’s bins, took the good food that was trashed and turned it into masterpieces then exhibited them at the ‘Pure Trash’ exhibition in Reem Central Park along with installations made with real food as a proof of the life left in trashed food. We documented the process and premiered the video at the exhibition in front of government officials, residents of Abu Dhabi, and media representatives. To promote this activation, we released a host of assets, including: digital videos, social media content and a dedicated digital educational platform. The shock generated by the exhibition kick-started a region-wide conversation on television, newspapers and social media; which ultimately drove people to our educational digital platform, where they learned how to make an impact against food waste.

List the results.

By giving trashed food back its glory, ‘Food Not Trash’ was able to open people’s eyes to the tremendous amount of ‘good food’ that gets thrown out every day. In just 2 weeks, and with no media budget, we were able to transform two white walls in Abu Dhabi into a message that resonated around the region. Pure Trash reached 6 million people, earned 1.5 million Dirhams of PR and media including our freely acquired outdoor media spaces, increased engagement on our social media platforms by 12,000% and garnered an 8,000% increased footfall to our educational platform. More than statistics, this campaign enabled us to educate the public with the aim to change people’s behavior and shift perception of food waste in the region.

Credits

Name Company Position
Samia Bouazza Multiply Marketing Managing Director
Rabih Kahi Multiply Marketing Creative Director
Jawad Hassan Multiply Marketing Head of Marketing
Wassim El Jurdi Multiply Marketing Marketing Manager
Glendon Bunn Multiply Marketing Studio Manager
Khris Alvez Multiply Marketing Senior Designer
Javier Saint Jean Multiply Marketing Senior Designer
Heherson Bautista Multiply Marketing Senior Designer
Ernesto Beronia Multiply Marketing Senior Designer
Mohammad Raza Multiply Marketing Web Developer
Links
Video URL