McCann Sydney is using a first world problem to help contribute to the solution for a third world problem with a new campaign allowing people to book late at popular restaurants and raise cash for people without much food.
The ‘A Table to End Hunger’ campaign for the Huger Project allows foodies to bid on an EBay site for a table at some of Sydney’s most popular restaurants which often book out months in advance, with the cash going to the charities.
Restaurants taking part include Rene Redzepi’s sold-out NOMA Australia at Barangaroo, which already boasts a waiting list of 27,000, Aria, Bennelong, Quay, Marque and Guillaume.
Tables will be made available on Friday, Saturday and Sunday nights from Valentine’s Day through to early March.
Cathy Burke, CEO of The Hunger Project Australia, said: “Australia is a nation of foodies whose appetite for the greatest and latest in the dining-out scene is insatiable. That’s why we’re thrilled to partner with McCann and Australia’s top restaurants to help solve chronic, persistent world hunger.
“Although this might seem like a lofty goal, in the past 25 years the number of people living in hunger has actually been cut in half. We have come a long way, but there are still 795 million people living in chronic hunger globally. By unlocking their capacity creativity and leadership, we can empower these people to transform their futures and end their own hunger.”
McCann Sydney executive creative director Dejan Rasic said: “The Hunger Project’s commitment to ending world hunger is more than just a mission statement. We worked hard to develop an idea to drive PR and lift awareness of The Hunger Project and support for their incredible work. Bidding on a table to put food on someone else’s simply made sense.”
McCann worked on the strategy and DEC PR delivered the PR element of the campaign.
Client: The Hunger Project Australia
Advertising Agency: McCann Sydney
Executive Creative Directors: Dejan Rasic
Art Director & Copywriter: Felix Holfve, Martin Svane
Managing Director: Adam Lee
General Manager: Nicole Gardner
Senior Account Director: Sara Shields
Strategic Planning Director: Roshni Hegerman
Strategist: Marcelle Garcia
National Head of Broadcast: Colin Tuohy
Editing and Music Composition: Josh Graham
Public Relations Agency: DEC PR