Wednesday, 8 March 2017

The Fairtrade Foundation: Farley & Bell

This hard-hitting stunt from AMVBBDO demonstrates how people are often seduced by nice branding and don't think to question where their food might come from.

Salespeople from a fake new brand called Farley & Bell approach people on the street asking them to sign up to a new fruit and veg box scheme. What they didn't expect was that these fresh and cheap fruit boxes would be delivered to their front doors by exhausted and struggling children.

The Fairtrade Foundation - Farley & Bell

Then they learn that Farley & Bell is actually a fake brand, created to highlight the exploitation of farmers and child labour in countries such as Ghana and Cote d'Ivoire by food companies.

“Sometimes you just don’t think what’s behind the cheap price. You get drawn in by a deal and pretty packaging,” says one shocked buyer.

U.K.'s "Fairtrade Fortnight," is running from Feb. 27- March 12 and the stunt took place on the streets of West London.

Jonathan Smith, head of campaigns at the Fairtrade Foundation said: "Whether in the UK or in Malawi, no one deserves to be short-changed for a hard day’s work. Farmers get a better deal when they sell their crops on Fairtrade terms. Through Fairtrade, farmers can invest in better farming practice, earn more money for their crops, and make sure their children are fed and can go to school. Communities can also invest in clean water and clinics, improving everyone’s health."

Learn more:

Advertising Agency: AMVBBDO
Production: Acne London
Director: Johnny Hopkins
Creative: Clark Edwards
Creative: Andre Hull
Producer: Nikki Marsh
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