Hellmann's
The Waste Auction
The Waste Auction was an innovative approach to raise awareness about food waste. We mobilized social media with a film of our creative idea, in which we conducted a real auction with a unique lot: a simple potato. The initial bid was R$1,630 (U$334), which is the same amount a family wastes each year by throwing away food. The video engaged a huge audience, reaching 40 million and impressing 18 million people, going beyond social media to traditional advertising and marketing channels.
CREDITS
Agency: Ogilvy Brasil
CCO: Rafael Donato, Sérgio Mugnaini
ECD: Teco Cipriano
DC: Dan Dualiby
AD: Tales Shibata, Vini Maia
CW: Helena Passos, Júnior Silveira
Production Company: Sagaz
Audio Company Film: Heftty
Audio Company Case: Loud
Activation: Cross Networking
Social Media: Na Buena Onda
PR: Eldeman Brasil