Challenge: When you’re a refugee, the world sees you differently. We want to unite people, bring cultures together and change perceptions.
Insight: We have more in common with the world than we think.
Idea: We challenge people to change their perceptions, by inviting them to see the person before the refugee.
Execution: The Open Kitchen. We’ll use digital to create a unique, pop-up food stand that’s staffed entirely by refugees. Customers won’t know this until they connect to the free Wi-Fi to order their food, as the menu won’t just show what’s on offer, but will reveal the story of the refugee cooking their meal. Finally, we’ll drive people to an open-source platform, where they can learn more about our chefs, while well further amplify the campaign on social media.