COME DINE WITH ME IN A HOMELESS SHELTER

Creative idea

To secure critical tax donations for NGO Vagus - providing daily meals for people experiencing homelessness - we hijacked Slovakia’s most-watched TV cooking show, Come Dine With Me. Rather than interrupting the program with traditional ads, we natively integrated Vagus directly into the show's narrative by placing a shelter volunteer into the contestant lineup. On Friday’s finale, he hosted competitors at a homeless shelter, serving the exact meal offered to unhoused clients. This organic brand integration turned prime-time television into an unscripted, native showcase for empathy and the true value of a meal.

Brand name: NGO Vagus
Advertiser / client: NGO Vagus
Product / service: 2 % tax designation
Campaign name: COME DINE WITH ME IN A HOMELESS SHELTER
Agency network: SAATCHI & SAATCHI
Agency: MUW Saatchi & Saatchi, Bratislava
Creative director: Jakub Kuvik
Art director: Adam Baca
Copywriter: Janka Harakalova, Vlado Kurek, Maria Tisonova
Account director (agency): Zuzana Zazikova
Managing director: Kamil Charvat
Strategic planner / strategist: Pavol Paulenda
Additional company: Videomaker: Michal Rodom