Trash Vegetables - Tomato

Creative idea

Trash Vegetables turns an everyday act of food waste into a simple visual provocation. Fresh, perfectly recognizable vegetables are presented inside transparent trash bags, making the contradiction impossible to ignore: food that could still be eaten is already treated as waste. Created for World Food Day, the idea encourages people to rethink what they buy before it becomes what they throw away. A familiar grocery decision becomes a moment of responsibility, reminding us that reducing food waste starts before the food ever reaches the bin.

Brand name: WIKIFARMER
Advertiser / client: WIKIFARMER
Product / service: Agriculture
Campaign name: Trash Vegetables
Agency network: McCann
Agency: MCCANN ATHENS
Agency chief executive officer: Harry Parianos
Chief creative officer: Aleka Papadia,
Copywriter: Hara Moisiadou
Client account director: GEORGE TRIDIMAS
Additional company: Group Creative Director: Panos Pagonis Associate Creative Directorr: Michalis Alexiou General Manager: George Tridimas Account Manager: Panagiota Doulgeridou Chief Creative Officer & Co-CEO McCann WG Romania CEE Creative Director : Catalin Dobre Global Creative Excellence Lead: Alice Reindlová