The NGO Banco de Alimentos has been fighting against starvation in Brazil for over 25 years. But in the last 3 years, high inflation has increased the price of food by 45.35%. And that affected their biggest donors: the middle class. As an authority on the subject, they needed to create an urgent campaign to increase the number of donations, as food has become a luxury item for the poorest. All of this without compromising their budget, which is entirely dedicated to distributing food to those in need. The solution was to understand the behavior of people with good financial conditions and surround them with messages using a campaign based on luxury industry codes to inspire action: donating.

As food became luxury items on the table of those in need, Banco de Alimentos turned them into icons of the fight against hunger: the collection Food Jewelry. Each piece of jewelry was produced using references from the luxury industry, but with food items emulating precious stones in rings, necklaces, and earrings.

The challenge was to merge extremely different materials: organic food and silver.

To make it happen, we had the help of an experienced jewelry designer who had never faced such a challenging mission before. First, there were countless sketches and tests on the 3D printer until we reached the proportions to align issues such as the ideal size for handling the food and the high aesthetic value of each piece. Then, to preserve the food, we found in the craquelure resin the best result after months of testing.

Only three pieces were produced to further reinforce the concept of the rarity of these foods on the table of those in need.

With over 33 million people going hungry, there would be no greater cultural impact than the increase in the number of donations so that more and more people could have access to dignified meals. And that happened in a significant way. In addition, the work of the NGO Banco de Alimentos became known by many more people, as the campaign had the support of celebrities and generated spontaneous media coverage in various publications. With all these initiatives, the campaign recorded the following results:

+3,4M Impacts

+2,9M Impressions

+300% increase in donations