LES RESTAURANTS DU COEUR: The Airfood Project (eng, fre) [alternative]

Credits & Description:

Client: Les Restaurants Du Coeur, The Airfood Project
Agency (& City): HAVAS PARIS (PUTEAUX)
Creative Director(s): CHRISTOPHE COFFRE
Copywriter(s): GUILLAUME BLANC
Art Director(s): FLORIAN ROUSSEL
Production Company (& City): STINK
Film Director(s): NATHAN BESSE
Production Company Producer(s): GREG PANTEIX
Agency Producer(s): CAMILLE BLOW
Short explanation
We organized a stunt event in restaurants around Europe. People pretended to eat from empty plates for the duration of a meal, before serving their fellow diners the message: “In a year’s time, 18 million Europeans won’t be pretending. Say NO to the withdrawal of European food aid.” We’ve posted the video on social networks et created a support site where people could sign a petition, send tweets to the politicians and send their own video of airfooding.
Description
In September 2012 the vote in favour of the european food ai dis endengered in the forthcominge European Council. To put pressure on the European Leaders we had to ensure public envolvement all over Europe.
We organized a stunt event in restaurants around Europe. People pretended to eat from empty plates for the duration of a meal, before serving their fellow diners the message: “In a year’s time, 18 million Europeans won’t be pretending. Say NO to the withdrawal of European food aid.”
We’ve posted the video on social networks et created a support site where people could sign a petition, send tweets to the politicians and send their own video of airfooding.
The support was massive :
10 417 Facebook fans
+ 500 000 view
+ 64 900 signatures
+ 7940 tweets to the politicians
Hundreds of vidéos generated by people to support the cause
More than 50 impromptu airfood flashmobs in many places in Europe
An exceptional free media coverage equivalent to a €1.5-million media plan.
Our cause was supported by politicians all the way up to the French president, who defended food aid in the European Parliament. It voted in favour of an annual budget of €300 million in food aid.
It's a PR campaign because , thanks to the social networks and new media , its allows citizens's mobilisation to put pressur and influence the politics. We created strong links between citizens, charitable institutions but also with the politicians who joined the movement.