Problem
Not nearly enough people are aware that most household families have rotten ingredients
at the back of their fridge.
Insight
Household families often do not have time, nor the habit to check their fridge regularly before
buying new goods.
Idea
The goal aim is to remind people about the forsaken side of the fridge, changing their indifference
towards food abandonment through provoking visuals of wastelands made out of rotten food.
Ambient – Diorama of rotten food will be placed in supermarkets to surprise shoppers. The installation will also come with AR to educate shoppers on how abandoned wasteland are formed at the back of their fridge. It will then introduce the specifically designed NFC tags that reminds people of the forgotten items in the fridge.
NFC Tag – are developed and produced to help people remember their goods
stored in their fridge through the use of the MYFRIDGE app.
How It Works? – The NFC tag is pre-programmed to detect methane gas level emitted from food
in a container using chemical sensors planted in the tag to measure the food quality.
Influencer – Q&A interviews with famous Malaysian Influencers are broadcast on Youtube to share about their darkest secret. The interviews will then have a twist from asking about their personal juicy stuff to show their ‘dark side’ of their fridge,
thus spreading awareness of this campaign.
Socials – Visuals are shared through various social media platforms to raise awareness of this campaign.
Out Of Home – Billboards will be placed in public areas to boost awareness.
They have a scannable NFC code for the audience to download the ‘My Fridge’ app.
Print Ads – The print ads are visually created in a way that represents the unseen side of the fridge that creates
an abandones ecosystem. The visuals are art directed to elicit a dark mood to creep into people’s mind,
reminding them of their forsaken food in their fridges.
Nadia Benita Basilia, Joey Fong, Choo Jia Yee© 2022. All rights reserved.
