Grundig wanted to launch a CSR initiative to lead the fight against food waste. In this age of consumption, 40% of all food produced is wasted, most of it in our kitchens. It is both unnecessary, and completely simple to solve, if people just become more mindful of what they buy and what they put in their bins. Unfortunately people don’t know enough about this problem. And it was our job to change that. We started with this poster, and followed it up with a manifesto film from the point-of-view of food, to start the conversation.
Why do you deserve to win?
There are a lot of preachy ways to tell people to not waste foods, but a brand will never be able to pull it off with finger-wagging. Here, by turning the tables on people and showing the imbalance between how humans treat food and how food treats humans, we gave them food for thought instead, and hopefully send the message across.