Frisk Your Fridge.
Campaign for United Nations’ World Food Programme.
The problem: People don’t take the message of “stop food waste” seriously enough.
The insight: Instead of talking about all the different ways we can minimise food waste, we should focus on just one simple thing. People rarely look inside their fridge before they go to the shop.
The creative solution: Food waste isn’t a crime but what if it was?
What social activations will arise? How will the criminal justice handle it? What about celebrity chefs?
The campaign is a humorous design fiction depicting a near future where food waste is a punishable crime. To prevent it we say: Frisk You Fridge before you shop.
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