COME DINE WITH ME IN A HOMELESS SHELTER

Creative idea

To secure critical tax donations for NGO Vagus, which provides daily meals for the unhoused, we hijacked Slovakia’s most popular prime-time entertainment show, Come Dine With Me. By placing a shelter volunteer into the contestant lineup, we turned a reality TV staple built on drama into an unscripted branded entertainment experience. On Friday’s finale, he hosted competitors at a homeless shelter instead of his home, serving a shelter meal. We turned 60 minutes of mainstream television into a high-impact pop-culture moment that celebrated the true value of food.

Brand name: NGO Vagus
Advertiser / client: NGO Vagus
Product / service: 2 % tax designation
Campaign name: COME DINE WITH ME IN A HOMELESS SHELTER
Agency network: SAATCHI & SAATCHI
Agency: MUW Saatchi & Saatchi, Bratislava
Creative director: Jakub Kuvik
Art director: Adam Baca
Copywriter: Janka Harakalova, Vlado Kurek, Maria Tisonova
Account director (agency): Zuzana Zazikova
Managing director: Kamil Charvat
Strategic planner / strategist: Pavol Paulenda
Additional company: Videomaker: Michal Rodom