AIESEC, the world's largest youth-run organization, is
finding more and more difficult to recruit new
members and activate their leadership qualities. The
organisation is struggling to articulate the values in
the way students can identify with.
We tie food with a leadership, both fuel and glue of
every community. Young students with the attitude
we are looking for often work relentlessly late at
night. They are Leaders that eat last.
We partner with Dame jidlo food delivery platform
and create fake restaurant that opens only at late
night hours. By choosing from the AIESEC menu
students undergo the most straightforward, perfectly
targeted application process. Simply by choosing
common items from the menu, you find out if there is
We support the Leader eat last campaign on three
other visually appealing channels perfectly suitable
for food content: Instagram Stories, YouTube and
popular food blogs.
SUMMARY PICTURE INTEGRATED DIGITAL
2. WRITTEN SUBMISSION OF THE CAMPAIGN
We partner with Dame jidlo, student's
all time favourite food delivery platform
and place of their salvation. Within the
marketplace we create restaurant that
operates at university cities and opens
only at late night hours, fully designed
for determined students. What we
decided to serve is food for the soul.
Dame jidlo AIESEC menu:
LEADERS EAT LAST
1. There is always “we” in food.
2. Pizza I wanted to order was the
only good thing in my life.
3. Food can be a vehicle for social
change. It brings people together in
a way that very few activities can.
By choosing from the AIESEC à la carte
menu, students undergo the simplest,
perfectly targeted application process.
Restaurant's menu consists of
statements explaining students what the
membership is really about. Simply by
choosing items of the menu, that you
have in common with AIESEC, you will
find out if there is a match.
We support the Leader eat last campaign
on three visually appealing channels,
perfectly suitable for the food content:
Instagram Stories, YouTube
and popular food blogs.
HOW DOES IT WORK
Leadership is fuel and glue of every
community, it connects us. The same
as food. Young students with minds
set to achieving goals often work
relentlessly late at night.
Sad and yet cheering fact is that our
born Leaders eat last.
3. THE USE OF 3 DIGITAL LED COMPONENTS
Instagram Stories Food BlogsYouTube
4. THE USE OF INSTAGRAM
We utilize the fact our people of interest
are active at night, searching for short
distractions. We partner with student
and food influencers, who are working
hard to feed others with a great content,
on their late night Stories supporting the
We target student's searches for
selected ‘How to‘ cooking videos with
food made for sharing by ads saying:
It seems you know that leaders eat
last! leading to AIESEC membership
5. THE USE OF YOUTUBE
6. THE USE OF FOOD BLOG
Based on analysis of the most googled
recipes with keywords such as 'food for
sharing', we cooperate with food
bloggers and add into their indexed
recipes the AIESEC leadership as a new,
indispensable ingredient. And you
already know where will the ingredient
lead you. #leaderseatlast
Young Lions Czech Republic 2018
Digital category - Team 4