Christmas & New Year action, Leftovers from the heart

Agency Network: 
January 2011
Lowe Digital Ad -  Christmas & New Year action, Leftovers from the heart



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 advertisement 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
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Nude Copy's picture

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?

Nude Copy
Activity Score 1054
Copywriter at India
Sdb's picture

Very nice idea..

Activity Score 1362
Copywriter at Working as an intern with O & M, Kolkata for 6 months
copyslipper's picture

now this is snobbish and insulting

Activity Score 18
sirvan's picture

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?

Activity Score 29860


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

Chestnut's picture


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

Activity Score 3
Art Director
Luikah's picture

@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.

Activity Score 62
Copywriter at Young & Rubicam
CommandZ's picture

It would be interesting to see what the results were.

Activity Score 2509
Creative Director
copyslipper's picture

@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.

Activity Score 18
jergold's picture

@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.

Activity Score 89
Luikah's picture


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

Activity Score 62
Copywriter at Young & Rubicam
Billoughsby's picture

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

I respect where this wound up.

Activity Score 5150
Art Director |

That's it.

H.Works's picture

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.

Activity Score 100
Graphic Designer at Accademy of Fine Arts, Rome
CuriousPencil's picture

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.

Activity Score 4225
freddyflexy's picture

nice job....good copy

Activity Score 2
Graphic Designer at dp partnership