Young Lions

Client: Advertising Council Australia
Year: 2025

Discovering a soggy bag of spinach buried at the bottom of the fridge? We’ve all been there. That’s where Saveful comes in. The food-saving app “empowers people to save food, money and time by turning what’s already into their kitchen into not-so-average meals.”

For this year’s Young Lions competition, we needed to produce a 60” film that sold Saveful to everyday Australians.

Strategy

It’s hard to see the most obvious things right in front of you.

A fridge could be packed to the brim. But sometimes, we stand in front of it. And we feel like there’s nothing to eat.

In our film, we dubbed the inability to see ingredients - and their recipe potential - “Fridge Blindness”. By defining this relatable feeling as if it were a medical condition, we use humour to connect with our audience.

This fake diagnosis does, of course, have real ramifications. Because we struggle to see food’s potential, 70% of the food we waste is still perfectly edible (FIAL, 2021). And in a cost of living crisis, it just doesn’t make sense to throw money away.

Food use starts with truly seeing the ingredients that are already in our kitchens. Only then can Australians cure their Fridge Blindness and save food from a fate in the bin.