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The secret menu

Migrant Workers Alliance

More than 60,000 migrant farmworkers come to Canada every year to harvest the food we eat. Unfortunately, these workers often face exploitation, unsafe conditions, and even lose their lives on the job.  Yet this issue remains hidden to most Canadians. 

So together with Migrant Workers Alliance we created and in a guerilla stunt, we stuck 1000's of QR code stickers on restaurant tables across Canada to expose the hidden cost of the food on your table.

With $0 media budget we earned 30 million impressions and increased the web traffic to Migrant Workers Alliance by 1400%. (2023)

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Agency: Sid Lee
ECD: Jeffrey Da Silva 
CD: Matt Fraracci

Sr. CW: Peter Sreckovic
Sr. AD: Dylan Silvestro


Recognition & Results
$0 media budget. 30 million impressions. 
Featured in Toronto Star, CityNews, CTV News, CBC Radio One, AdWeek, Strategy, TheMessage, LBBO

Applied Arts Awards - Winner - Mobile - Single (2023)
ADCC Awards - Bronze - Mobile (2023)
Strategy Awards - Shortlist (2023)
​​One Show - Shortlist x3 (2023)​

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