| Title | THE MOVING FOOD TRUCK |
| Brand | ADEXO |
| Product/Service | ANTI-OBESITY |
| Category |
B01. Education & Awareness (incl. Fundraising and Advocacy) |
|
Entrant
|
FCB Lisbon, PORTUGAL
|
|
Idea Creation
|
FCB Lisbon, PORTUGAL
|
|
Production
|
BRO Lisbon, PORTUGAL
|
Credits
| Luís Silva Dias |
FCB |
CCO |
| Edson Athayde |
FCB Lisboa |
CEO/CCO |
| Victor Afonso |
FCB Lisboa |
Creative Director |
| Eduardo Tavares |
FCB Lisboa |
Creative Director |
| Viton Araújo |
FCB Lisboa |
Creative Director |
| Mário Patrocínio |
Bro |
Partner |
Brief Explanation
At The Moving Food Truck customers were expected to pay in physical exercise. Customers who wanted a cheeseburger needed to walk 5.4 kilometers or run 4.2 kilometers. If they wanted ketchup, too, then they had to tack on an additional 500 meters to their workout. The goal was to educate Portuguese people about what it takes to burn off the calories in common foods, like pizza, burgers, and soda.