Young Shits: Put Time Back On The Table
Insight:
Millennials think they don’t have enough time. And they especially don’t think they have enough time to cook at home.
Idea:
In fact, they have way more time than they think. So let’s show them how with meals that fit right into their day.
Award: Shortlisted Shit
CW: Tara Thomson
As a Millennial, you probably feel pressed for time a lot. Between getting work done, getting sleep, getting exercise (OK, getting caught up on Ted Lasso) and getting where you need to go, you can often feel like ordering food or popping a frozen meal into the microwave is just an easier alternative.
So let us give you an idea of just how easy it is to incorporate cooking back into your day—by showing you EXACTLY how much time falls between the cracks. Between waking up and heading out. Between one meeting and the next. Between you and the urge to say “Let’s just order Chinese.”
No matter what that time looks like for you, we can help you find it—and use it, to make some pretty awesome meals.
Let’s take the time in between...and put it back on the table.
North Station Takeover
Downtown Boston
Millennials who take the train to and from work are legion. As are the delays that come with their commute.
In the time it takes them to wait for the next train, they could cook an entire meal.
So why not put that to the test?
Overnight, a pop-up kitchen appears in the center of North Station with a tablet that says
“You have more time than you think.”
When tapped, the screen asks you to input the time till your departure...then provides you with a recipe that can be completed in that time.
In the pop-up, you’ll find everything you need. Ingredients in the refrigerator, pots and pans in the cabinets, and even tupperware to take it with you when you’re done.
It all ends with a reminder to put time back any time you want -- at backonthetable.com
Frozen Pizza :30
Nearly Missed Lunch :30
Social
On social, we (quite literally) put time back on the table.
By showing how easily home-cooked meals fit into your day.
Video Series
Create an Instagram video series entitled “The Time Between,” featuring well-known foodie and meal prep influencers. Each episode would present two of them with a specific amount of time and a set of ingredients. The result would be a side-by-side competition to dish up a delicious, home-cooked meal.
For example:
“Brian and Lindsay just woke up. They each have 25 minutes till they need to leave for work, and these five ingredients in their pantries. Let’s see what they make...during
the time in between.”
