Winners & Shortlists

DELIVERANCE

TitleDELIVERANCE
BrandSHORASHIM GROUP
Product/ServiceDONATIONS
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
Name Company Position
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