Title | DELIVERANCE |
Brand | SHORASHIM GROUP |
Product/Service | DONATIONS |
Category |
C08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
Entrant Company
|
McCANN ISRAEL Tel Aviv, ISRAEL
|
Advertising Agency
|
McCANN ISRAEL Tel Aviv, ISRAEL
|
Credits
Ami Alush |
Mccann Digital |
Vp Creative |
Moran Kal |
Mccann Digital |
Art Director |
Ido Mymon |
Mccann Digital |
Copywriter |
Dana Blum |
Mccann Digital |
Copywriter |
Tal Schweiger |
Mccann Digital |
Creative Director |
Ben Muskal |
Mccann Digital |
Vp Clients |
Vicky Batkin |
Mccann Digital |
Account Supervisor |
Hila Preter |
Mccann Digital |
Account Manager |
The Brief
The target audience was people who wanted to donate food to the needy, but never brought themselves to do it.
Our strategy was – if they won't come to us, we'll come to them!
Creative Execution
People order in all the time and leave perfectly good food products unused.
So this collaboration couldn't be more natural – if you order in, donate you unused food products to the delivery guy.
This process is not only creatively strong, it's innovative.
We managed to get people to donate who usually don't without having them leave their house.
It could change how we donate around the world and feed an endless number of hungry people.
Describe the creative solution to the brief/objective.
We created Deliverance –
An innovative campaign by Shorashim group And 100 Of the best restaurants in Tel Aviv.
Simply order a meal like you always do, choose an item from your kitchen that you’re not going to use anyway and give it to the delivery guy.
From here, we made sure it reached people who really need it.
Doing this made people start feeling really good about themselves , Which led to more food orders, Which led to more food donations.
Results
10,000 donations through deliveries
1,500 holiday meals
50 additional restaurants asked to join the project next year
Dozens of articles about the campaign
Endless status updates, photos and videos on social media of people donating