Unidos Contra o Desperdício launches its annual campaign, which features the creativity of Judas and the production of Ministério Dos Filmes. Starring actors Inês Herédia, Sara Prata and Pedro Teixeira and pilot António Félix da Costa, the campaign, which aims to put a lid on waste, is present on television, radio, outdoor and digital.
“Yesterday’s meal could be today’s taparuere” is the advertising motto. In addition to the protagonists, the brands Aldi, Aqui é Fresco, Auchan, Bom Petisco, Bonduelle, Continente, El Corte Inglés, Fula, Gelpeixe, Guloso, Hellmans, Intermarché, Lidl, Luso, Makro, Mercadona, Minerva, Minipreço, Monchique, Nestlé, Nobre, Pepsico, Pingo Doce, Recheio, Too Good To Go, Trivalor, Vimeiro, among others, join the campaign. This aims to show the urgency of taking several steps back in what is today a “challenging path that the consumer society has brought, with very negative impacts on the sustainability of future generations and the planet”.
The co-founder of Judas, Pedro Lima, states: “Embracing causes and challenges as big as this is, without a doubt, what moves us, even more so when the birth of this movement and our agency took place side by side, three years ago, with us at basis for creating the entire graphic identity of the project. Taking the mythical taparuere tea afternoons of the past, we brought to life a concept thinking about a future without food waste.”
The movement also challenged Notable to provide media assistance for the campaign. For the agency’s CEO, Inês Mendes da Silva, the use of digital and public figures allows “amplifying more relevant messages, such as food waste”, and highlights the importance of communication to make a difference.