Love Food, Hate Waste NZ has quite literally grew awareness of the staggering $3.2 billion worth of food wasted in New Zealand every year with its Eat Me First campaign.
They utilised several of JCDecaux's premium Large Format static sites across Auckland to grow actual mould on larger-than-life petri dishes to highlight the issue of food waste in NZ. As the mould was alive, it continued to grow and change for the life of the campaign making this an eye-catching and ever-changing creative.
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