The Drum Awards for Marketing - Entry Deadline

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Client: Hellmann's
Date: Nov 2021
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Unilever-owned Hellmann’s has partnered with Israeli-Dutch multi-disciplinary artist Itamar Gilboa to create 'The Food Waste Effect', a thought-provoking installation that will put the issue of household waste front and centre at Cop26.

The piece features over 400 plaster replicas of food items inside a glass greenhouse, representing 117kg of food waste: the amount produced by the average UK family every six months.

Through the installation, Gilboa and Hellmann’s aim to inspire conversations about tackling food waste and help people recognize the power they hold to have a positive impact through preventing food waste by making simple changes in the kitchen.