SHANTI HOUSE- THE LOST CHILDREN
Title | SHANTI HOUSE- THE LOST CHILDREN |
Brand | SHANTI HOUSE |
Product/Service | SHANTI HOUSE |
Category |
C05. Social Influencer Communication & Amplification |
Entrant
|
ACW GREY TEL AVIV, ISRAEL
|
Idea Creation
|
ACW GREY TEL AVIV, ISRAEL
|
Production
|
ACW GREY TEL AVIV, ISRAEL
|
Credits
Tal Riven |
ACW GREY |
Chief Creative Officer |
Ziv Meiri |
ACW GREY |
Creative Director |
Yonatan Title |
ACW GREY |
Copywriter |
Asa Keren |
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