Turning the lens on food waste
LUX - The Food and Drink Agency
Client: Zero Waste Scotland
At a critical juncture in the fight against climate change, COP26 brought the world to Glasgow, with all eyes on Scotland’s largest city. At the summit, key environmental culprits and champions came face-to-face with the biggest culprit of all – food waste – which had been hiding in plain sight. COP26 would bring an unpredictable and highly competitive news agenda compounded by record levels of “noise” on social media. The campaigns that would successfully “cut through” would be defined by boldness, bravery, creativity and innovation. For us, this was a once-in-a-generation opportunity.