WWF: WWF - THE TRUE COST OF FOOD

Challenge:
Colombia is a country where food is abundant, but also from a negative perspective, food waste. ¿How can we create awareness in the country so to get people to buy and consume in a responible way?

The Insight:
When we see food in a retailer store or market we only see its price, not the price the planet has to pay.

The original touch:
We gave a new price for food to make them look like luxury items demosntrating to the people the cost our planet pays.