The Best Work You May Never See: Mercado McCann, Mutan.tv Team On Animated Spot For Argentine Food Bank

This animated spot is part of a “Making Staying Home Possible for Everyone” initiative from the Food Bank of Argentina and Buenos Aires-based ad agency Mercado McCann that shows how difficult it is during the pandemic to stay home for people who live in poverty and must find a way to work.

More than 16 million people in Argentina are impoverished and while their health is protected by staying at home, they cannot continue to feed their families under such circumstances. 

“We’ve created this initiative to bring to light some of the difficulties that a great number of people in the country are going through today, and to consider how we can lend a hand from our homes so that staying home is a possibility for everyone,” said Virginia Ronco who leads communications at the Food Bank of Argentina.

Produced by the Mutan.tv studio, the animation PSA shows how the delivery of groceries can make all the difference in the world to poverty-stricken families.

The non-profit Food Bank has worked for almost 20 years to avoid the waste of food thanks to its partnerships and donations, alongside 1,192 social organizations, to collaborate with feeding 163 thousand people in Buenos Aires, of whom 76% are children and teens. The Food Bank distributes a weekly average of 96 tons of food and products through a transparent and efficient channel that guarantees that the contributions reach those who need it most.

Juan Pablo Lufrano, executive creative director at Mercado McCann, said, “It is clear that social distancing is a collective choice, but sometimes not all of us consider that it´s harder for some people, so maybe this should be a collective effort. That is why we are moved to be part of this message and support the Food Bank in such a noble initiative.”