The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Experiential & Installations / Experiential & Immersive
Annual ID
OS23_OH066M
About the Work
Future In Our Hands is a Norwegian NGO that works to reduce food waste. They aim to update the outdated Norwegian food waste law to meet the modern European standard.
But Future In Our Hands lacked the public support they need to get the Norwegian Parliaments attention. Most people didn't really care about the huge food waste numbers - maybe because they still thought the "expired food" in question might have been thrown away for a good reason. To understand the problem, they needed to see it, feel it, or even better; taste it.
INSIGHT:
The outdated food waste law in question is mostly technical and boring, but one small paragraph stood out:
In Norway you may risk up to three years in prison for dumpster diving.
And if there's one subculture that knows exactly how massive and delicious Norway’s food waste problem is, it's dumpster divers.
SOLUTION:
We expanded the dumpster diving subculture into a full-fledged Norwegian culture, by making it legal during a financial recession.
By opening the worlds first grocery chain filled with food waste, we could invite the whole country to dumpster dive without risking 3 years in jail; since picking up expired food from a dumpster is only illegal if it's a dumpster. The small Deli's were placed outside big grocery chains across Norway, providing a super visible OOH placement wile pulling people in to taste our trash in a situation where they were already hungry.
RESULT:
Dumpster Deli covered all the major Norwegian news channels from TV as well as Newspapers within 24 hours, and some of the countries biggest celebrities shared it in their instagram story from just walking by the very visible installation. But most importantly: The Norwegian Parliament invited Future In Our Hands to legislate a new law for the first time. It's being negotiated in the Parliament as we're writing this.
The Dumpster Deli's are still rolling around to new locations across the country every day, and will continue to do so until the law is permanently changed.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Publicis Kitchen / Oslo
Production Company
Tina Agent / Oslo
Art Director
Per Berge Moe
Sollin Sæle
Torbjørn Havn
Architect
Sigurd Aune
Composer
Neslo Håvar Olsen
Creative Director
kjetill Nybo
Director of Photography
Mats Høiby
Photographer
Hung Pham
Jonathan Vivaas Kise
Strategist
Alexander Mostue
Project Manager
Mari Sjølyst
Junior Art Director
Gard Wanderøy
Project Manadger
Iben Middelthon Tjessem
Related Awards
