Christmas & New Year action, Leftovers from the heart

Agency Network: 
January 2011


The fridge of McCann Lowe was full of leftovers after the Christmas & New Year festivities. It was a shame to simply throw them all away... So we organised our own leftovers auction online for Samu Social. An organisation that gives food and helps homeless people.

Digital advertisment created by McCann, Belgium for Lowe, within the category: Agency Self-Promo.

Advertising Agency: McCann Lowe, Brussels, Belgium
Creative Directors: Benoit Hilson, Olivier Roland
Creatives: Arnaud Piette, Catherine Hermans, Jeremie Goldwasser, Valerie Maes
Photographer: Marcel Veelo
Webdesign: Greg Pin
Development: Novation

Comments (14)

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Nude Copy's picture
Nude Copy
Activity Score 1054

Good idea. I think 'make a gesture. Click on a leftover' should have been on a larger font. why take the risk of losing the viewer's attention?

Sdb's picture
Activity Score 1362

Very nice idea..

copyslipper's picture
Activity Score 18

now this is snobbish and insulting

sirvan's picture
Activity Score 29860

That was my take away.

I get the idea. But I'm wondering if they should've made the food actually look GOOD in the fridge?


"I love some things, and don't love some other things."

Chestnut's picture
Activity Score 3


@copyslipper > How can raising money for charity be snobbish?

Luikah's picture
Activity Score 62

@chestnut: the idea of collecting money for charity is not snobbish. But buy saying, click on the leftover, you send out a message that whatever we, the rich and lucky, didn`t manage to eat out of whatever reason, should be good enough for you. It is insulting. Everything is about approach.

CommandZ's picture
Activity Score 2498

It would be interesting to see what the results were.

copyslipper's picture
Activity Score 18

@chestnut, the first impression this campaign leaves me with is "our leftovers are so cool that we can buy the kind of food you eat just by selling them; our leftovers are way better than anything you'll ever get" ... it's really unpleasant.
the insight is really good and the campaign's purpose is noble but from that to the concept something just went terribly wrong.

jergold's picture
Activity Score 89

@commandz: the results can be seen live at the top of th fridge. So far, it has totaled a little more than 300 euros... There's a countdown as well; it will last another 18 days or so.

Luikah's picture
Activity Score 62


This one word, "leftover", managed to destroy the whole idea of the ad.

Billoughsby's picture
Activity Score 5144

The person doing the work ultimately has to settle on a single concept and pull the trigger.

I respect where this wound up.

That's it.

H.Works's picture
Activity Score 100

I don't like it. I'm not offended easily but this one seems really like "We are sooo cool and rich we can efford give some of the stuff we didn't eat away"
Could've been done much much better.

CuriousPencil's picture
Activity Score 4225

I'm in the 'insulted' camp. However noble the original idea - of not wasting food and passing it on to those who are hungry - it's decimated by the language of "last slice of foie gras" and "last dregs of champagne"; it matters not one jot that this is a virtual fridge after a high-end banquet. The idea remains that it's equating the slops from the master's table to pass to the lowly. It's an execrable way to show charity.

Whoever did the work should've pulled the sheets over the corpse of this idea and done some thinking instead.

freddyflexy's picture
Activity Score 2

nice job....good copy