Red Cross: A MEAL IS A LUXURY

Credits & Description:

Advertiser: POLISH RED CROSS
Agency: SAATCHI & SAATCHI POLAND, INTERACTIVE SOLUTIONS
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertising campaign: A MEAL IS A LUXURY
Account Manager: Anna Drozda (Saatchi & Saatchi Poland)
Art Buyer: Jakub Winiarski (Saatchi & Saatchi Poland)
DOP/Operator: Kuba Lubniewski
Account Manager: Joanna Uniwersal (Interactive Solutions)
Creative Director: Max Olech (Saatchi & Saatchi Poland)
Author Of The Case Film: Pavle Milicevic
Copywriter: Michal Imbierowicz (Saatchi & Saatchi Poland)
Account Supervisor: Oksana Werbowy (Saatchi & Saatchi Poland)
Author Of The Case Film Photos: Sylwester Kazmierczak
Producer: Agnieszka Fatek (Saatchi & Saatchi Poland)
Art Director: Agata Kubien (Saatchi & Saatchi Poland)
Photographer: Arek Kempka
Creative Director: Blanka Lipinska (Saatchi & Saatchi Poland)
Senior Account Executive: Kamila Papis (Walk PR)
Copywriter: Pawel Czartoryski (Saatchi & Saatchi Digital / Interactive Solutions)
Copywriter: Quentin Carenzo (Saatchi & Saatchi Poland)

Relevancy
We placed realistic mock-ups of basic Polish meals on luxury shops shelves, among their regular products. The price tag read: Fulfill the dream of every fourth child in Poland by sending a text.People are usually solicited through traditional media, TV spots or billboards. In this campaign we created an effect only by materialising a truth in an unexpected place for a social campaign.

Implementation
For a majority of people a dream consists of jewellery, expensive clothes or the last device released by their favourite brands. For every fourth child in Poland a dream consists of a hot meal. We wanted to bring these two realities together to provoke an emotional response.The campaign lasted 3 months

Outcome
During the campaign we gave away over 48,000 leaflets in shops informing about the campaign. There was 350,000 PLN raised which is an equivalent of 100,000 meals for hungry children in Poland. Our campaign was presented on TV, radio and press. The idea was commented on on Facebook and Internet sites of partners and blogs.

Client Brief Or Objective
25% of children in Poland suffer from hunger or malnutrition. Polish Red Cross wanted to collect money via a text message that people would send. But how to bring people's attention to this problem in a striking way while there are so many other social issues? How to engage people in sending an SMS which would provide a meal for a hungry child?