
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