2019 Winners & Shortlists

PURE TRASH - THE DISGRACEFUL ART SHOW

Client/BrandFOOD NOT TRASH
Product/ServiceNGO
EntrantMULTIPLY MARKETING CONSULTANCY Abu Dhabi, UNITED ARAB EMIRATES
Type of EntryAmbient
CategorySpecial Build
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

Cultural/Context information for the jury.

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.

Write a short summary of what happens in the ambient or digital execution or campaign.

The ‘Pure Trash’ exhibition saw the repurposing of two white walls in Reem Central Park into a non-traditional open-air art show, that highlighted the tremendous amount of good food that is thrown away in the city. Here, people 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. Searching the city’s bins, we were shocked by what we found: fresh food, sealed food, partially eaten food and ‘not so good looking but still edible’ food were all found in the trash. We took the good food we found and created interactive masterpieces and installations that were exhibited at the ‘Pure Trash’ exhibition in Reem Central Park, Abu Dhabi; and through art, we gave the trashed food back its glory and most importantly, a purpose.

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