To publicize the MTV Young Universe Brief on the theme of sustainability, we created a totally sustainable ad: in edible paper.
For this action we also created a website which offered a promotion inviting people to send in their recipes using the edible paper as an ingredient. A famous chef was invited to create the first dish and he called on people to take part in the promotion.
There were thousands of hits and hundreds of recipes and the best won a free pass to the award ceremony of the Brazilian Video Music Awards.
All the recipes were posted on a hotsite.
Cannes Lions 2009 Shortlist (media & direct)
ABP Festival - Grand Prix, Gold and People's choice
El Ojo de Iberoamérica 2009 - Gold press
Wave Festival 2009 - Gold direct, Silver press
FIAP 2009 - Silver press
CCSP (Brazilian Creative Annual) Press & Direct