Cannes Lions

NO HUNGER ORCHESTRA

VCCP, Madrid / ACTION AGAINST HUNGER / 2014

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Overview

Description

CHALLENGE:

8 million children die everyday due to malnutrition in a world where there is enough food for all.

OBJECTIVES:

We are the first generation able to stop hunger but we need to make people aware of the problem.

STRATEGY:

As people still die starving in a world where there is enough food for all, we decided to use the surplus food of one part of the world to communicate what is missing in the other part.

EXECUTION:

We created "THE NO HUNGER ORCHESTRA"

The first band playing special instruments made of non-edible parts of food to demonstrate that food, as music, brings happiness to the world.

At the website, the audience could follow in real time the construction of the instruments and the rehearsals of the band. In addition, people around the world could join the band creating their own instruments, making them sound and uploading their music through the web and a Facebook App.

The World Food Day (16th October 2013) was the perfect moment to make the first concert of the band:

We hosted the first concert where the No Hunger Orchestra played simultaneously in 3 European cities (London, Paris and Madrid) interconnected through live streaming, and where all the sounds uploaded by thousands of people were mixed.

OUTCOME:

- Media coverage valued at 1,92 millIon euros investing 0 euros.

- More than 13,000 people attended the concert (100% of the capacity).

Execution

We created THE NO HUNGER ORCHESTRA

The first band playing special instruments made of non-edible parts of food to demonstrate that food, as music, brings happiness to the world.

At the website, the audience could follow in real time the construction of the instruments and the rehearsals of the band. In addition, people around the world could join the band creating their own instruments, making them sound and uploading their music through the web and a Facebook App.

The World Food Day (16th October 2013) was the perfect moment to make the first concert of the band:

We hosted the first concert where the No Hunger Orchestra played simultaneously in 3 European cities (London, Paris and Madrid) interconnected through live streaming, and where all the sounds uploaded by thousands of people were mixed.

Outcome

The campaign was a huge success:

- The news of the concert was covered across Europe, reaching a media coverage valued at 1.92 million euros (earned media) investing 0 euros on paid media.

- More than 13,000 people attended the concerts in Madrid, London and Paris (100% of the capacity).

- Celebrities such as Alejandro Sanz, Vetusta Morla, Bo Saris, Ara Malikian y Edurne joined the campaign… for free!

- Our website received more than 150,000 visits to watch the concert on streaming.

- 752 people created instruments made of non-edible parts of food and uploaded their videos.

- 5,200 mentions on Social Media, on Twitter, Facebook and Instagram.

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