McCann Lowe: Christmas & New Year action, Leftovers from the heart


The fridge of McCann Lowe was full of leftovers after the Christmas & New Year festivities. It was a shame to simply throw them all away... So we organised our own leftovers auction online for Samu Social. An organisation that gives food and helps homeless people.

Advertising Agency: McCann Lowe, Brussels, Belgium
Creative Directors: Benoit Hilson, Olivier Roland
Creatives: Arnaud Piette, Catherine Hermans, Jeremie Goldwasser, Valerie Maes
Photographer: Marcel Veelo
Webdesign: Greg Pin
Development: Novation
Published: January 2011


Nude Copy's picture
Nude Copy
1058 pencils

Good idea. I think 'make a gesture. Click on a leftover' should have been on a larger font. why take the risk of losing the viewer's attention?

Sdb's picture
1364 pencils

Very nice idea..

copyslipper's picture
18 pencils

now this is snobbish and insulting

sirvan's picture
29870 pencils

That was my take away.

I get the idea. But I'm wondering if they should've made the food actually look GOOD in the fridge?


"I love some things, and don't love some other things."

Chestnut's picture
3 pencils


@copyslipper > How can raising money for charity be snobbish?

Luikah's picture
62 pencils

@chestnut: the idea of collecting money for charity is not snobbish. But buy saying, click on the leftover, you send out a message that whatever we, the rich and lucky, didn`t manage to eat out of whatever reason, should be good enough for you. It is insulting. Everything is about approach.

CommandZ's picture
2486 pencils

It would be interesting to see what the results were.

copyslipper's picture
18 pencils

@chestnut, the first impression this campaign leaves me with is "our leftovers are so cool that we can buy the kind of food you eat just by selling them; our leftovers are way better than anything you'll ever get" ... it's really unpleasant.
the insight is really good and the campaign's purpose is noble but from that to the concept something just went terribly wrong.

jergold's picture
89 pencils

@commandz: the results can be seen live at the top of th fridge. So far, it has totaled a little more than 300 euros... There's a countdown as well; it will last another 18 days or so.

Luikah's picture
62 pencils


This one word, "leftover", managed to destroy the whole idea of the ad.

Billoughsby's picture
5095 pencils

The person doing the work ultimately has to settle on a single concept and pull the trigger.

I respect where this wound up.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

H.Works's picture
100 pencils

I don't like it. I'm not offended easily but this one seems really like "We are sooo cool and rich we can efford give some of the stuff we didn't eat away"
Could've been done much much better.

CuriousPencil's picture
4227 pencils

I'm in the 'insulted' camp. However noble the original idea - of not wasting food and passing it on to those who are hungry - it's decimated by the language of "last slice of foie gras" and "last dregs of champagne"; it matters not one jot that this is a virtual fridge after a high-end banquet. The idea remains that it's equating the slops from the master's table to pass to the lowly. It's an execrable way to show charity.

Whoever did the work should've pulled the sheets over the corpse of this idea and done some thinking instead.

freddyflexy's picture
2 pencils

nice job....good copy

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