The Secret Menu

MIGRANT WORKERS ALLIANCE FOR CHANGE

Migrant workers suffer exploitation, disease and abuse to produce the food we all eat. But that reality is kept a secret.

So together with Migrant Workers Alliance for Change, we leveraged the rise of QR code menus to bring diners face to face with the realities behind their food.

1000's of fake QR code menus were placed in 100's of restaurants, baiting unsuspecting diners into opening 'The Secret Menu’; a menu that revealed the exploitation behind their meals and invited them to sign a petition for change.

30 Million

Media Impressions

$0 Media Buy

Credits

Role: art direction, concept, design, writer, QR code sticker placer

CDs: Jeff Da Silva, Matt Fraracci
Copywriter: Peter Sreckovic
Producer: Ryan Reynolds

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