Düsseldorfer Tafel - "Give Food"

Ogilvy Germany

Ogilvy Germany Düsseldorf, Germany

5710

This ad is part of the ACT Responsible Collection

Brand: Düsseldorfer Tafel
Country: Germany

Advertiser: Düsseldorfer Tafel

Title	Give Food
Agency	Ogilvy Germany
Campaign	All You Can't Eat
Advertiser	Düsseldorfer Tafel
Brand	Düsseldorfer Tafel
Date of First Broadcast/Publication	2014 / 4
Business Sector	Charities, Foundations, Volunteers
Tagline	All You Can’t Eat: When you can’t eat any more, there’s someone who can.
Story	All You Can’t Eat Dusseldorf is one of Germany’s richest cities and famous for its posh people and the expensive stores and luxury restaurants they frequent. That’s why poverty, although it exists, is still very much an under the radar issue, which makes it hard for organizations like Dusseldorfer Tafel (a local food bank) to get donations.
Philosophy	As in previous years, Dusseldorfer Tafel challenged us to come up with a virtually cost-free idea that would help raise awareness and boost donations for their cause. However, this year, instead of just fishing for donations on their behalf we decided to provide them with an idea that would turn people into fishermen for them and provide a steady flow of donations – not just for a short time – but throughout the whole year! This is how it worked: We approached local restaurants and invited them to place an „All You Can’t Eat“ sticker on dishes commonly served in huge portions to let people know they could order a smaller portion for the same price. The money that the restaurant saved was then donated to the Düsseldorfer Tafel. This very simple but smart solution is already helping lots of people in Düsseldorf feel better.
Problem	Introducing “All you can’t eat”! Our idea was based on the simple observation that lots of restaurants offer some meals in such huge portions that people either can’t eat them all or finish them only because they don’t want to leave food on their plate. We saw this as an opportunity to help people and restaurant owners in Düsseldorf stop feeling bad about overeating or wasting food in this way – and do something positive instead!
Result	Restaurants are wasting less food, people aren’t overeating just because they still have food left on their plates – and Düsseldorfer Tafel is geting a much-need cash injection that’s helping to feed over 7,000 hungry people every day. Even better: now we’ve shown how this idea can work in one city, there’s an opportunity for food banks all over the world to develop similar schemes to help feed the hungry in their communities.
Media Type	Case Study
Length	66 seconds
Chief Creative Officer	Stephan Vogel
Executive Creative Director	Thomas Schwarz
Creative Director	Markus Bredenbals
Art Director	Jessica Neubauer
Copywriter	Federico Vico
Copywriter	Nuno Melo Cristino
Producer	Mario Kaltenbach
Worldwide Chief Creative Officer	Tham Khai Meng