Where the revolution happens: have an impact on people’s minds.
A recreation of the advertising agency’s thought process in the making of the Motatos 2016 outstanding ad
“Where the revolution happens"
Motatos is a very special brand. Its discounted prices enable customers to save money, while protecting the environment. It is now one of the fastest growing companies in the Nordics.
There is a huge problem with food waste, a third of all the food produced in the world is thrown away.
Most often, ads display various studies on food waste, show third world countries, seek to scare the audience using the subjects of global warming, climate change…but these levers don’t resonate with the consumer anymore.
Our strategy was to shock the audience: enlighten them on what is happening in the shadows. We have used an absurd and surreal advertisement. How can we make a long lasting impression in the customers’ minds?
If it disturbs you in an advertisement, why would you do it in reality?
We didn’t want it to be dull, so there is plenty of color, music... and we wanted to add satire to ridicule the customer. Instead of playing the pity card we wanted to show them how selfish it is for them to waste, and also how common overconsumption has become.
We targeted Motatos customers aged from 18 - 35 years old, who buy in supermarkets, regardless of their gender, who are sensitive to the way they consume and ready for a change.
As Motatos is only available online, its market is more accessible to younger generations. Moreover, they are more willing to try new habits. We also thought about the fact that this client segment is one of the most responsive when it comes to tackling environmental issues, as we had previously seen during the Youth for climate protests worldwide.
