MERCADEO Versión en español
Gaston Potasz of Ogilvy Colombia: Self-Sufficient Food Cart is an idea that implies sustainability, community, security and dignity
9 de julio de 2023
Gastón Potasz y Daniel Ávila de Ogilvy Colombia
The Self-Sufficient Food Cart campagn by Ogilvy Colombia for its client Centelsa, was created by a combo of different artists and can be seen from different points of view: sustainability, community, security and dignity, according to Gaston Potasz, creative VP of Ogilvy Colombia. “This is not just a communications idea , it’s a business idea and one for the community. Different parameters can be established around the idea because it has an environmental effect, it affects people’s pocketbook,and it helps users allow a huge number of families go forward with a family business in a sound, sustainable and legal way,” Potasz said. Self-Sufficient Food Cart, which took bronze in the Sustainable Development Goals category at the recent Cannes Lions Festival, implied the creation of a traveling food cart that generates electricity from the reuse of the oil previously used for cooking in the kitchen. It is estimated that in the Colombian Caribbean there exist more than 150,000 food vehicles that keep the traditional cuisine alive and which represent an important part of the microeconomy of the area, even as it constitutes the principal source of income for over 500l,000 families. Some 96 percent of the carts extract extra electricity illegally from high-voltage power lines, which indicates that people’s safety and health are put at risk.Centelsa, a Colombian company that makes copper cables, was looking to expand its business as well as to provide innovative solutions for its clients – energy companies – in order to attack the problem of energy theft along the country’s coastline. In fact, according to Daniel Avila, executive creative director of Ogilvy Colombia, the losses of these energy companies cost some 2 billion pesos a day along the Caribbean coastline.
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