SHANTI HOUSE- THE LOST CHILDREN

ClientSHANTI HOUSE
Category B08. Events & Stunts
TitleSHANTI HOUSE- THE LOST CHILDREN
Product/ServiceSHANTI HOUSE
Entrant ACW GREY TEL AVIV, ISRAEL
Idea Creation ACW GREY TEL AVIV, ISRAEL
Production ACW GREY TEL AVIV, ISRAEL
Credits
Name Company Position
Tal Riven ACW GREY Chief Creative Officer
Ziv Meiri ACW GREY Creative Director
Asa Keren ACW GREY Copywriter
Yonatan Title ACW GREY Copywriter
Daniel Avital ACW GREY Planner
Sandra Zlatkovski ACW GREY Account Manager
Gal Yaakov ACW GREY Agency Production Manager
Nava Siman Tov ACW GREY Agency Producer
Zavick Goroditsky Zavick Goroditsky Director
Alon Grago Alon Grago Director Of Photography
Din Kaplan Din Kaplan Editor
Oren Alster ACW GREY Editor
Soundhouse Soundhouse Music
Gravity Gravity Post Production
Chen Davidof Chen Davidof Production Company
Segev Moshe Segev Moshe Presentor

The Campaign

We asked a simple question: Would you eat a gourmet meal made entirely from ingredients found in the garbage? We collaborated with Israel's No. 1 celebrity chef and invited top social media influencers to what they thought was the launch of his new menu. Moments before they took their first bite, our chef revealed the truth behind their meal. Nobody ate, and everyone went home hungry… Just like the kids

Execution

We invited food bloggers and social media influencers to what they thought was the launch of Chef Segev Moshe's new menu. Upon arrival, they were served a variety of stunning dishes, but moments before they dug into their food, Chef Segev revealed the truth behind their meal. The guests were shown a short video showing Segev collecting food from the garbage, together with a teenage girl and boy. He then began turning the leftover meat, fruit and vegetables he'd collected into magnificent high-end dishes. The audience was disgusted. But then, the boy and girl began talking to Chef Segev, revealing their past and homeless youth, and how they had resorted to eating food from the garbage. The guest's disgust turned into tears, as they were visibly touched by their heart-breaking story. The dinner was documented and turned into a short video which went absolutely viral on Facebook.

The guests were touched by our message and took to social media to spread the word. Our story went viral, reaching 1 in 4 Israeli's with literally zero media-budget. We received massive media coverage, generating a nation-wide conversation. Even celebrity super-model Bar Refaeli was moved, and responded by uploading her own edited version of our video to her Facebook page, with over 2.5 million followers. Ultimately we raised awareness and broke our all-time record in donations and volunteers. The Results: • 2 million unique impressions • 1 Million dollars' worth of earned media • 180% growth in donations • 20% growth in volunteer applications • 50% Increased awareness for the issue

The Situation

This work was all about PR from the get-go. We had to start a nationwide conversation about a perceptually niche' topic, with absolutely no media budget available.

The Strategy

We needed to get our message across to the general population of Israel, with literally zero-media budget. So we decided to create a piece of content that would spread virally on social media. But how do you tell a story about hungry youth to an indifferent audience? Our solution – Add some spice to story… Instead of doing the standard tearjerker routine, we added a unique ingredient to our storytelling mix. We brought in Israel's leading celebrity chef and challenged him to create an entire 5 course meal from ingredients found in the garbage. Now our story had the intrigue it was missing and we could finally break through to our audience