Kids are good at generating solutions to problems. They may not always be perfect, or even viable, solutions but their imaginations are less shackled and they are willing to share ideas. Canadian food brand, MadeGood, is empowering them to do so, to help them contribute to a better future for the world in a campaign called Un-Wreck The Future.
The campaign, by Toronto agency, Broken Heart Love Affair is led by a two-minute anchor spot directed by Michael Clowater that follows a group of young people discussing the problems of the world and brainstorming possible solutions—such as requiring food companies to send a portion of all food they manufacture to food banks, or simply making food larger, like giant pumpkins at a fair.
“MadeGood is a company built on purpose and with a mission to feed the tummies and minds of children with nutrition, compassion and inspiration,” explained MadeGood, brand manager, Milana Kleidman. “We realise we have an obligation to do our part for the betterment for the world. Our Un-Wreck the Future campaign highlights the issues facing our future, but there is an air of optimism felt through the energy, passion and action coming from the children that we serve. Together we can accomplish great feats. This campaign is both an introduction to our core values and an open invitation for all of us to share ideas and energy towards a better future.”
The multi-year platform has ambitious and far-reaching objectives around creating a better, healthier, more equitable society, but MadeGood has prioritised food insecurity in the first year. Food insecurity has emerged as a significant concern during the pandemic, with experts saying that as many as 1.7 million Canadians[1] and 42 million Americans[2] now face going hungry.
The advertising campaign coincides with an August 16 call-to-action by a series of Un-Wreck the Future ambassadors recruited by MadeGood for their efforts around reducing food security. They are inviting youth who want to shape the future of the planet to join Un-Wrecking Crews in their community via MadeGood’s owned and operated channels and PR outreach. The call will invite young activists to upload a one-minute video outlining steps they’ve taken to address food insecurity in their community, why they want to be part of the cause, and identifying any local causes they feel can benefit from support. Each participant will receive one box of MadeGood products, while the company will also provide up to US$100,000 in in-kind donations to those causes identified by Un-Wrecking Crew recruits.
The accompanying commercials are running across Canada and the US in cinema, online and ads running in fitness clubs.
“It’s time to un-wreck our future with a different way of behaving and of thinking about ourselves, our food, and the world around us,” stated Carlos Moreno, partner & chief creative officer of Broken Heart Love Affair. “It’s time to save ourselves from ourselves. But it’s not as serious as it sounds. It can be fun. Playful. Energetic. And, completely rewarding.”
The anchor spot is supported by cutdowns of various lengths:
Credits:
Client: MadeGood
Senior Director, Marketing: Wade Crouch
Brand Manager: Milana Kleidman
Assistant Brand Manager: Ilana Lander
Agency: Broken Heart Love Affair
Partners & Chief Creative Officers: Carlos Moreno, Denise Rossetto & Todd Mackie
Partner & Chief Strategy Officer: Jay Chaney
Partner & Chief Business Officer: Beverley Hammond
Creative Directors: Jordan Hamer & Spencer Dingle
Copywriter: Jordan Hamer
Art Director: Spencer Dingle
Designer: Yan Li
Agency Producers: Sumit Ajwani & Sarah Lasch
VP, Client Success: Joline Matika
Account Supervisor: Maddy Cassidy
Production Company: Radke Film Group
Director: Michael Clowater (represented by Exit in Australia & New Zealand)
Executive Producer: Dan Ford
Producer: Gill Gardner
Director of Photography: Tico Poulakakis
Edit House: Saints
Editor: Brian Williams
Assistant Editors: Nick Coleman, Corinne Grans-Wood
Executive Producers: Tory Osler, Bobbi Dedman
Casting: Powerhouse Casting
Casting Director: Andrew Hayes
VFX & Colour: Darling
Colourist: Kassi Bellamy
Colour Assistant: Will Culverwell
VFX Artist: Paul Binney
VFX Assistant: Alyssa Schmidt
VFX Producer: Morgan Campbell
VFX Executive Producers: Cheyenne Bloomfield & Christine Tsao
Audio House: OSO Sound
Sound Supervision & Mix: Daenen Bramberger
Sound Design: Eric Van Mil
PR, Media, Web & Digital Agencies: Lifelong Crush w/ Hype (CAD PR), Coast (US PR), Epitaph (Media)
Creative Directors: Mark Rozeluk
Copywriter: Sasha Downer
Designer: Yan Li
Motion Graphics Designer: James Paznar
Executive Vice President & Managing Director: Caroline Kilgour
Account Supervisor: Maddy Cassidy
