Raise awareness of the problem of household, drive downloads of Olio app and listings. And win the Sky footprint fund.
Don’t throw away their future. We aimed the campaign squarely at mums who are still the gatekeepers of the fridge, brought to life the scale of the problem and made it emotional!
Waste is a hidden crisis, it’s easy to chuck something into the bin, and not think about where it ends up. We wanted to break that loop, and create a campaign that people remember when they’re about to throw something away. The striking image of children standing on a landfill, brought the real impact of the waste crisis into stark reality, which when combined with them singing the Louis Armstrong classic ‘What a wonderful world’, didn’t leave much room for interpretation - Let’s not waste our wonderful world.