Polish Diners Cross Cutlery for Charity

Created by Cheil Poland, this campaign sought to take table manners of Polish diners to another level to raise money for poor children living in poverty.

As the case study film (above) shows, the campaign encouraged people to use their cutlery to let waiting staff know whether they had finished their meal and wanted to donate to the cause. By crossing their knife and forks at the end recreating the iconic symbol of the Red Cross charity, customers signalled that they intended on contributing €1.50 ontop of their bill.

The campaign quickly gained media attention and increased the number of donations for the Polish Red Cross by 65 per cent providing hot meals for hundreds of thousands of malnourished children.