Akatu Institute: Candied watermelon rind

Fight hunger by fighting waste.

Advertising Agency: Leo Burnett, São Paulo, Brazil
Creative Director: Ruy Lindenberg
Art Director: J. R. D'Elboux
Copywriter: Gustavo Soares
Photographer: Felipe Hellmeister
Digital Retouching: Furia
Published: November 2006

10 comments

dehcar's picture
dehcar
32 pencils

ce qui est très interessant, je trouve, c'est que le consommateur gardera très probablement la pub pour la recette qui y figure,le plus de cette pub est la longévité.

wich is so interesting, i think, is that the consumer will probably keep the ad for the recipe that it includs, the plus that this add has is its longevity
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new, young & hungry

DarkSide's picture
DarkSide
1068 pencils

I question the ad's efficiency.
It proves that the "waste" is valuable, but doesn't teach the "wasters" from not doing it.

Spanky's picture
Spanky
4899 pencils

a) it's not creative.

b) it doesn't fight hunger. my eating the last 5% of my watermelon does nothing to feed a starving child in africa.

bad strategy. poorly executed. bad ad.

FPO's picture
FPO
58 pencils

I agree with your B, but not with the A. I wish this ad were effective, I really *want* to like it...

addyhoch10's picture
addyhoch10
2592 pencils

very creative recipes. sounds interesting.

but if people buy less food it will only cause the supermarkets to throw away more food at the end of the day.

so in fact these ads will never save anyone from starving, unless the supermarkets start to distribute the unsold (and unsellable) food among the poor.

vincent's picture
vincent
28 pencils

很喜欢,非常简洁。。。good〜!!

purplesimon's picture
purplesimon
475 pencils

I believe the idea is draw attention to the fact that what we consider to be waste might be food to someone else, it's not trying to do anything else. So, on that point it works. I wasn't aware that it was telling people not to waste food or that it's about trying to feed children in Africa.

Perhaps I'm wrong. I hope not as this is a good, creative ad (nice insight I think). I hope I'm not wrong.

drunkard's picture
drunkard
113 pencils

I agree with you. It's true that something which is waste for one, is food for someone else. I know someone who was orpan and used to live in a temple. Later he was adopted by an old couple. This kid used to tell them how he was living in that temple. He told them that he used to eat peanuts along with it's outer cover. His hunger compelled him to eat peanut covers, banana peels etc. Scary but true!

addyhoch10's picture
addyhoch10
2592 pencils

i agree, it's certainly not about feeding children in africa.
but the line "fight hunger by fighting waste" is distracting.

elmikel's picture
elmikel
1147 pencils

Not bad but is it effective and does it make somebody take action?

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