| Titre | The statement honey jars |
| Agence | McCann Prague |
| Campagne | The statement honey jars |
| Annonceur | Sklizeno |
| Marque | Sklizeno – health food store (retail chain) |
| Date de première diffusion/publication | 2018 / 2 |
| Secteur d'activité | Grande distribution |
| Synopsis | 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). |
| Philosophie | 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. |
| Problème | 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. |
| Résultat | 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. |
| Type de média | Etude de cas |
| Directeur de création | Razvan Capanescu |
| Creative Director, Copywriter | Klara Palmer |
| Directeur artistique | Richard Axell |
| Directeur artistique | Gerrit Gerischer |
| Photographe | Patrik Klema |
| Maison de production | Bistro Films |
| Réalisateur | Jakub šVejkar |
| Producteur | Lucie Slavickova |
| Producteur, agence | Roxana Pfeffermannová |
| Producteur, agence | Jitka Baldwin |
| Producteur, agence | Stanislav Chudoba |
| Producteur, agence | Pavlína Nagyová |
| Illustrateur | Ivan Holic |
| Infographiste | Hayley Smith |
| Infographiste | Razvan Capanescu |
| Motion Design Lead | Tomas Matis |
| Motion Designer | Vojtěch Šálek |
| Motion Designer | Aryamys Tokhyan |
| DTP | Benjamin Mulderer |
| Directeur de clientèle | Martina Hejdová |
| Responsable de budget agence | Lucie Srbkova |
| Responsable de budget agence | Sarka Vesela |
| Planneur stratégique | Lucie Rust |
| Glass Designer | Lukas Novak |
| Influencer Manager | Antonin Milata |
| RP | Peter Hermann |
Plus de réalisations
VOIR TOUSFingerprints_man
- MARQUE:
- Mastercard
- AGENCE:
- McCann Prague
Fingerprints_woman
- MARQUE:
- Mastercard
- AGENCE:
- McCann Prague