Natalia Benincasa
Chief Creative Officer at Wunderman Buenos Aires
Buenos Aires, Argentina
TitleThe Endless Recipe
Agency
Campaign The Endless Recipe
Advertiser Organización de las Naciones Unidas para la Alimentación y la Agricultura, and Consejo Publicitario
Brand Organización de las Naciones Unidas para la Alimentación y la Agricultura, and Consejo Publicitario Argentino
PostedDecember 2020
Business Sector Environmental & Animal Issues
Story Food waste is the pandemic that has been going on for years. Globally, 1.3 billion tons of food are wasted each year and a third of this happens in households. We had a challenge: raising awareness about food waste in homes by reverting the negative perception of leftovers, and giving people the tools to reinvent leftovers instead of discarding them.To achieve this, during World Food Day we partnered with the Food and AgricultureOrganization of United Nations (FAO) and the Argentine Advertising Council, to join the most watched live cooking shows in Argentina with a single anti-waste recipe: The Endless Recipe.We took the leftovers from the first show that aired to the next one, so that they could become the ingredients of a new recipe. Again and again, we took the leftoversfrom show to show, eliminating food waste and inspiring families to dothe same.
Media Type Case Study
Regional Chief Creative Officer
Regional Chief Creative Officer
Chief Creative Officer
Creative Director
Creative Director
Copywriter
Art Director
Creative Lead
Agency Producer
General Account Director
Account Director
Editor
Animation/3D

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