Hellmann’s Real Food Rescue
The Hellmann's Real Food Rescue is a new program we created that recovers excess food after events at Scotiabank Arena (North America's 3rd-busiest arena) and deliver it to local food banks. In its first year, Hellmann's Real Food Rescue will provide 50,000 meals to those in need in Toronto, with plans to grow in the coming years.
We launched the program by giving out free food to those in attendance at a sold-out stadium event. Then at halftime, we played a video telling them what they just ate.
Mini Documentary.
While this film is a work of fiction, for people living with HIV, stigma is a series of terrible experiences that impact health and well-being. And it happens everyday. We created six mini documentaries which speak to our interviewees experiences and the type of fear that stigma plays into in their life.
Credits.
Client: Unilever
Foods Marketing Director: Gina Kiroff
Brand Manager: Karlee Sommerfeld
Associate Brand Manager: Chelsea Cho
Agency: Ogilvy Canada, Toronto
Chief Creative Officer: Brian Murray
Copywriter: Samantha Ramsay
Art Director: Amy Fernandes
Strategist: Robyn Hutman
Senior Partner, Group Account Director: Aviva Groll
Account Supervisor: Samantha Weisbarth
Account Executive: Serra Tokat
Production: Spy Films
Director: Tamir Moscovici
Editor: Chris Murphy, Outsider Editorial
Audio: Grayson Matthews
Music: Big Sync
Awards & Recognition.
Cannes | Bronze: Media - Best Use of Events, Real Food Rescue
Marketing Awards | Bronze: PR - Influencer/Talent Marketing, Real Food Rescue
Marketing Awards | Merit: Film - Other Broadcast Single, Real Food Rescue
Sponsorship Marketing Awards | Gold: Best New Initiative, Real Food Rescue
CMA | Gold: Food & Beverage, Innovative Media, Real Food Rescue
CMA | Silver: Food & Beverage, Engagement, Real Food Rescue
CMA | Silver: Food & Beverage, Brand Building, Real Food Rescue
CMA | Bronze: Environics Analytics Data Marketing Award, Real Food Rescue
AToMiC | Silver: Cause & Action, Real Food Rescue
Applied Arts | Young Blood: Ent. Advertising Campaign, Campaign - Real Food Rescue (as Young Blood)
Sponsorship Marketing Awards | Gold: Best New Initiative, Real Food Rescue
Media Innovation Awards | Bronze: Public Service, Best in Experiential/Special Event/Stunts, Real Food Rescue
OMMA Awards | Winner: Activism/Public Service, Real Food Rescue
Communication Arts | Shortlist: Non-Traditional Advertising, Real Food Rescue
Communication Arts | Shortlist: Integrated Campaign, Real Food Rescue
Media & Marketing Global Awards | Shortlist: Best Integrated Campaign, Hellmann's Real Food Rescue
Strategy Awards | Shortlist: Real Food Rescue
Festival of Media North America Awards | Shortlisted TBD: The Effectiveness Award, Real Food Rescue
MLS Club Awards: Platform/Activation of the Year, Real Food Rescue