Sklizeno – health food store (retail chain) - "The statement honey jars"

McCann Prague

McCann Prague Praha, Czech Republic

Премии

5811

Бренд: Sklizeno – health food store (retail chain)
Страна: Czech Republic

Рекламодатель: Sklizeno

Заголовок	The statement honey jars
Brief	A health food store wanted to draw attention to the fact that unhealthy sugar can lurk in even the most unexpected foods. So it got bees to make honey from sugar hidden in various aliments and sold the result in jars mimicking the foods concerned, from burgers to ketchup.
Агентство	McCann Prague
Кампания	The statement honey jars
Рекламодатель	Sklizeno
Бренд	Sklizeno – health food store (retail chain)
Дата первой трансляции/Публикации	2018 / 2
Бизнес сектор	Транспорт, путешествия и туризм
История	Health food retail chain, for which we’ve done an educational campaign about hidden sugar in regular food sold in other supermarkets. We used bees who are able to make honey from just about anything that has 15% or more sugar. We pack it in suggestive jars, in the shape of aliments that have hidden sugar (like instant soup or ketchup etc).
философия	We had to put the topic quickly, back on the public agenda. We need something that can generate immediate buzz (and compensate for the classical now, small budget). Therefore, we chose a “literalism” type of creative approach - we designed the honey jars in the shape of the actual aliments that have hidden sugar. So, influencers and journalist we’ll see, literally, how hamburgers, instant soup/ dressing salad or ketchup have sugar (and more than expected) in their composition. Valuing the Czech tradition in glass craftsmanship, we’ve created special designs, meant to gain even more earned media. This Direct and PR campaign have started in February 2018, when we’ve pitched our story about hidden sugar to the biggest influencers and most sought after journalists in Czech Republic. We have sent them packages with the especially designed honey jars (using the honey our bee keeper have produced last harvest, from hamburgers, ketchup, instant soup and breakfast cereal). The reactions were instantly, with some of the biggest influencers posting videos about unboxing our surprising packaging and reigniting the debate about hidden sugar.
Проблема	In The Czech Republic, 30% of the population is affected by diabetes. Heavily processed food is still routinely purchased, even though Sklizeno has made it accessible to buy 100% natural food. Therefore, a second wave of the campaign about hidden sugar became necessary. People needed to be reminded, that most of the things they see are not necessarily what they see. Because even if they try to avoid sugar, people are most of the time unaware about the existence of hidden sugar in the aliments they buy. Processed food, like many types of breakfast cereal, ketchup or other sauces, and even instant soup, has a lot of sugar in it.
Результат	We had to put the topic quickly, back on the public agenda. We need something that can generate immediate buzz (and compensate for the classical now, small budget). Therefore, we chose a “literalism” type of creative approach - we designed the honey jars in the shape of the actual aliments that have hidden sugar. So, influencers and journalist we’ll see, literally, how hamburgers, instant soup/ dressing salad or ketchup have sugar (and more than expected) in their composition. Valuing the Czech tradition in glass craftsmanship, we’ve created special designs, meant to gain even more earned media. This Direct and PR campaign have started in February 2018, when we’ve pitched our story about hidden sugar to the biggest influencers and most sought after journalists in Czech Republic. We have sent them packages with the especially designed honey jars (using the honey our bee keeper have produced last harvest, from hamburgers, ketchup, instant soup and breakfast cereal). The reactions were instantly, with some of the biggest influencers posting videos about unboxing our surprising packaging and reigniting the debate about hidden sugar.
Тип медиа	Дизайн продукции / Разработка
Креативный директор	Razvan Capanescu
Creative Director, Copywriter	Klara Palmer
Арт-директор	Richard Axell
Арт-директор	Gerrit Gerischer
Фотограф	Patrik Klema
Продакшн Студия	Bistro Films
Директор	Jakub šVejkar
Продюсер	Lucie Slavickova
Продюсер агентства	Roxana Pfeffermannová
Продюсер агентства	Jitka Baldwin
Продюсер агентства	Stanislav Chudoba
Продюсер агентства	Pavlína Nagyová
Иллюстратор	Ivan Holic
Графический дизайнер	Hayley Smith
Графический дизайнер	Razvan Capanescu
Motion Design Lead	Tomas Matis
Motion Designer	Vojtěch Šálek
Motion Designer	Aryamys Tokhyan
DTP	Benjamin Mulderer
Директор рабочей группы клиента	Martina Hejdová
Специалист по работе с заказчиками	Lucie Srbkova
Специалист по работе с заказчиками	Sarka Vesela
Стратегический планировщик	Lucie Rust
Glass Designer	Lukas Novak
Influencer Manager	Antonin Milata
PR	Peter Hermann