| Title | WE FEED THE PLANET |
| Brand | SLOW FOOD ITALY |
| Product/Service | TERRA MADRE GIOVANI |
| Category |
A08. Charities, Public Health & Safety, Public Awareness Messages |
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Entrant
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SAATCHI & SAATCHI Milan, ITALY
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Idea Creation
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SAATCHI & SAATCHI Milan, ITALY
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Idea Creation 2
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SAATCHI & SAATCHI Milan, ITALY
|
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Production
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SAATCHI & SAATCHI Milan, ITALY
|
Credits
| Agostino Toscana |
Saatchi & Saatchi Italy |
Executive Creative Director |
| Alessandro Orlandi |
Saatchi & Saatchi |
Creative Director |
| Manuel Musilli |
Saatchi & Saatchi |
Creative Director |
| Alessio Bianconi |
Saatchi & Saatchi |
Senior Art Director |
| Leonardo Cotti |
Saatchi & Saatchi |
Senior Copywriter |
| Vittoria Tonelli |
Saatchi & Saatchi |
Junior Art Director |
| Federico Lommi |
Saatchi & Saatchi |
Junior Copywriter |
| Ilaria Agresta |
Saatchi & Saatchi |
Senior Web Designer |
| Erica Lora Lamia |
Saatchi & Saatchi |
Head of TV |
| Adriano Aletti |
Saatchi & Saatchi |
Managing Director |
| Francesca Guastalla |
Saatchi & Saatchi |
Account |
| Giordano Mantegna |
Saatchi & Saatchi |
Account |
| Rossana Coruzzi |
Saatchi & Saatchi |
Art Buyer |
| Federica Talone |
Saatchi & Saatchi |
Art Buyer |
| Silvio Coco |
Saatchi & Saatchi |
Head of Interactive Production |
| Fulvio Bonavia |
Soldi&Donadello |
Phographer |
| Colletivo Colto |
Colletivo Colto |
Director |
| Monica Riccioni |
Think Cattleya |
Executive Producer |
| Veriana Visco |
Think Cattleya |
Producer |
| Franco Agostini |
Cat Sound International |
Voice Over |
| Genny Di Virgilio |
Di Virgilio Art |
Artwork Creator |
| Francesco Anastasi |
Slowfood |
Client |
| Alessia Pautasso |
Slowfood |
Client |
| Alessandro Tocci |
Slowfood |
Client |
The Campaign
We created WE FEED THE PLANET, a big counter EXPO event in Milan dedicated to all the small food producers and independent farmers from all over the world.
Campaign Success
We first launched the crowdfunding website and we promoted it through social medias, online and offline advertising and also a massive use of celebrity and influencers. Hollywood celebs, such as the actor Jake Gyllenhall and the award winning director Paolo Sorrentino, Gilberto Gil, the Nobel Prize winner Dario Fo, and many others supported our campaign with videos where they invited to donate.
We also arranged a partnership with La Repubblica, the most important Italian newspaper, which published every week stories about the farmers to raise awareness and increase the donations.
Describe the success of the promotion with both client and consumer including some quantifiable results
The fundraising campaign raised more than 300.000 € and more than 2,500 farmers from 120 different countries attended the event. The most important TV news and newspaper talked about the event. Thousands of voices of support stood up from social media, with almost 20000 posts on twitter and instagram, and We Feed The Planet was a trending topic in 4 days of discussions and debates about sustainable food production. The small scale producers reached a big scale result: they marched right in the hear of EXPO, affirming their right to be the one and only hope for the future of food before the eyes of the whole world.
Explain why the method of promotion was most relevant to the product or service
We created a big event that was almost fully organized thanks to a crowdfunding campaign promoted by advertising and PR activities, such as the use of celebrities and partnership with important national media, which invited to donate.
We had a big challenge to face. The farmers couldn't afford to pay for travel and accomodation, so we launched a big crowdfunding campaign to raise money for their trip and teamed up with AirBnb which opened its houses in the whole city for free to host them. We used social media, celebrities and influences, and media to raise awareness about our cause.