Have you ever looked into a full fridge and thought “nothing to eat”? Because of this strange habit, we throw away millions of perfectly good ingredients. To tackle this problem we've created a new global campaign. The idea? A Restaurant. The twist? It had no food. First stop: São Paulo, Brazil. We invited people to bring whatever's left in their fridge, using carrier bags we sent out with every reservation. Celebrity chefs then transformed people's forgotten ingredients into five-star meals, and instead of the bill, we gave them a recipe of their meal. Agency: Ogilvy UK.
The activation has also happened in Prague: