Israeli Food Bank wanted to shake people up and face them with a cruel reality they can no longer deny: Hundreds of thousands of Israelis live in hunger! In order to effectively achieve such a result they had to create the most powerful dissonance. They wanted to strike people out of their everyday routine and gain their fullest attention. For the first time, real food plates are placed in regular steel sewer grates out on main streets. They give an exceptional illusion of a kitchen plate dryer, lying on the dirty pavement. The innovative visual combination creates an enormous disruption. The plates don't just carry food anymore. They also carry a message: Too many people eat on the street. The effect was striking! Food Bank's plates created an enormous buzz: The campaign leads to a huge increase in the number of visitors to the website and in the amount of donations made to the organization.
Agency: Shalmor Avnon Amichay/Y&R Tel Aviv, Israel.