concept/art direction pr stunt
copyWRITERS: ana zURIC, aishwarya basker
Food wastage is a major problem that exists and is pervasive in every single country. In parallel, world hunger exists. 29% (the highest global average) of all food wastage is caused by people realising they don’t like the food they bought. /Cambridge Student Insights, 2018/
Maggi creates a version of a 360 campaign that covers all five senses: see, hear, smell, taste and feel which would act as steps the user embarks on before making the decision to purchase the product- the sixth step or in this case, the sixth sense. With this, the campaign, under the tagline “Sences of Responsibility” intends to eliminate any reason of not liking a dish which would ultimately result in not wasting the food purchased
The execution of the campaign would be divided into four media, each building on the experience with the emphasis on each sense respectively.