Studies show that a considerable part of the Portuguese population is hungry. But it's not the kind of hunger where you starve. It's the kind where you eat the wrong way. You eat stupid things like cookies or fries because you think it's cheaper. This is a big problem; part of our population has forgotten how to eat well. So, our client - The Gulbenkian Foundation - asked us to develop a campaign to help the Nation solve this problem. We decided that the best way was to show people how a full meal could be cheaper than a pack of cookies. With the help of the Portuguese Nutritionists Association we created hundreds of recipes of full meals that cost less than a euro per person (impressive and 100% true). Here's the tv ad.