Jood wants to reach out to businesses and Moroccan companies to use Jood Kitchen, an eatery where homeless people are the cooks. In this way, they bring homeless people back into society. Moroccan business is keen to introduce CSR practices. Jood wants to reach out to employees, managers and the C-suite to make Jood Kitchen a popular tool for restoring dignity to the homeless and achieving the companies' CSR goals. At the same time, homeless people are shunned and unwanted in society. They are extremely excluded.

Jood expected a bold and unobvious campaign that will help them lunch Jood Kitchen. It will build awareness among businesses and encourage the use of Jood Kitchen food. The campaign is intended to show that it brings something good and useful to Morocco with initiatives that help the homeless at the same time, but also provide valuable food to employees.

We have created a non-obvious campaign under the slogan HOMEmade food. Our creative idea is based on a wordplay, in which we simultaneously talk about homemade food, and at the same time point out that these meals have a real chance to create a home (make a home), for the homeless people working at Jood Kitchen.

We have shown an unobvious truth. Homeless people have also retained the memory of home-cooked meals in their memories. Now they will translate their memories into meals that go to a group that is losing the memory of home-cooked meals - white collars. Office workers will receive the warmth of a good home-cooked meal from Jood Kitchen. They will receive a symbolic homely warmth, something they would not expect from a person without a home.

We are discovering to office workers that homeless people have stories and are just like all of us.

INSIGHT: The memory of homemade food is common to all of us. Including the homeless and those working in companies, offices. For the homeless, it is a memory of the home they have lost. For white collars, it is the good they don't have time for through the busyness of work, eating food from boxes, snacks. At the same time, the good memories that home-cooked food brings is a source of stress reduction.

Key Message: We will bring back HOMEmade food through the memories of homeeless people

Unique story - the homeless, bringing the memory of home-cooked food to white collars.

TA: We acted top-down and bottom-up. Through the publication of a cookbook with recipes of the homeless and a social media campaign, we showed the homeless from an unknown side. They have beautiful memories, just like any of us. Top-down through ESG activities and relationships with C-suite managers.

The campaign kicks off with the distribution of the Jood Kitchen Book. It contains 45 recipes inspired by the life stories and memories of people who have experienced homelessness but will return to society thanks to Jood Kitchen.

The dishes showcased in it are served at a charity banquet to which CEOs, C-suite, and journalists in Casablanca are invited. Throughout the evening at one of the city's top restaurants, it will be revealed that all the dishes are prepared by chefs from Jood.

The campaign is gaining publicity thanks to the touching stories we additionally publish on Jood's social media. Links to specific posts are also included on the stickers we attach to Jood Kitchen meal packs.

We are extending our collaboration with companies that can choose to make their space available once a week to serve meals to the homeless, for which they receive a special certificate (ESG).