Rice Billboard


Ad Stars 2016 Finalist
Problem

Rice wastage in the Philippines has reached up to 10 billion pesos a year or 27 million daily. This amount can feed over 2 million Filipinos.

Solution

We raised awareness about wasting rice using the very thing that consumers are wasting. We collected rice and recycled it into a billboard, posters, and tabletop reminders inside restaurants. The call to action is simple: sign up online as a Food Guardian for the National Food Authority.

Results:

Over ONE MILLION people signed up as Food Guardians, and the image of the National Food Authority was revitalized. The country’s top celebrities like Manny Pacquiao, Anne Curtis, Alden Richards, Piolo Pascual and more also signed up as Food Guardians.














Individual folios: Donna & Paulo