Scape hunger
Scape hunger
THE BRIEF
Develop a creative awareness-raising action to reduce emissions and help families in need.
Objectives
Escape hunger
- Raise awareness of the climate emergency and the issue of CO2 emissions.
- Raise awareness of the economic inequalities that many families face.
- Create a project that will have a long-term perspective.
- Impact the media and gain earned media.
The strategy
Raise awareness of Beko’s different territories, creating an action based on sustainability via a collaboration with Martín Berasategui; with which we introduce the brand’s key messages and value proposition in the media.
The solution
We created the Beko escape room at street level. An immersive experience in which we invited people to take part and pass different tests to help real people escape hunger and raise awareness about sustainability.
Beko made a donation to Action Against Hunger for every participant. The donation in question consisted of a Christmas meal designed by Martín Berasategui to feed numerous families at risk of poverty, at a time when other families can afford it enjoy large feasts. In addition, the concept of the action will remain in place at Beko throughout 2023 in order to conduct further actions and to prevent this from becoming a one-off action.
With this idea, we positioned Beko as a company that cares about society and one that motivates and involves everyone in order to find lasting solutions together.
SUCCESS IN THE DATA
"It is a pleasure to work with a brand, like Beko, that understands the importance of creative communication and is committed to daring actions and formats. We consider the action to be a success, not only because of its social impact, but also because of the momentum gained to disseminate the brand's key messages".
