在哥伦比亚，每年就有610万吨食物被浪费，其中40%是水果和蔬菜。根据国家规划部 (DNP) 的数据，番茄、香蕉、牛油果、芒果和木瓜这五种水果和蔬菜最容易被浪费，它们往往因为外观不佳而被过早抛弃。
为了解决这个问题，Makro（万客隆）超市为这些水果和蔬菜推出了一款延长食物使用寿命的贴纸，来打破人们对于水果蔬菜"成熟等于变质 "的误解。这些贴纸代替了原先的食物标签贴纸，被设计成了色卡，不同的颜色反映了每种水果或蔬菜成熟过程中的颜色变化。贴上贴纸后，Makro根据它们的颜色进行定价：越熟越便宜。
除此之外，Makro在果蔬的每个颜色阶段都为顾客提供了烹饪建议，鼓励消费者探索使用成熟果蔬进行各种烹饪的可能性。例如，香蕉的贴纸从绿色变为黑色，提供了冰淇淋、油炸和纸杯蛋糕等烹饪建议。
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项目信息
品牌/广告主
Makro
营销机构
Creative Agency 创意代理商
VML 哥伦比亚 & Grey 哥伦比亚
参与者
奖项荣誉
2024
D&AD Awards
Impact / Upstream Innovation
Wood Pencil
2024
D&AD Awards
Experiential / Retail Activations
Wood Pencil
2024
D&AD Awards
Direct / Printed Materials
Graphite Pencil
2024
D&AD Awards
Packaging Design / Promotional / 2024
Yellow Pencil
2024
D&AD Awards
Commerce / Sustainable
Graphite Pencil
2024
D&AD Awards
Experiential / Creative Use of Budget
Graphite Pencil
2024
D&AD Awards
Impact / Campaign Communications
Wood Pencil
2024
CLIO Awards
Out of Home | Takeover
Silver
2024
CLIO Awards
Design | Packaging
Silver
2024
CLIO Awards
Direct | Print
Gold
2024
CLIO Awards
Creative Use of Data | Visualization
Grand
2024
CLIO Awards
Media | Retail
Gold
2024
CLIO Awards
Design | Sustainability
Silver
2024
CLIO Awards
Creative Commerce | Sustainable Commerce
Bronze
2024
The One Show
Out of Home | P.O.P. & In-Store - Series
Gold Pencil
2024
The One Show
Design | Design for Good
Gold Pencil
2024
The One Show
Out of Home | Innovation - Execution in Out of Home
Bronze Pencil
2024
The One Show
Direct Marketing | Direct Marketing for Good
Bronze Pencil
2024
The One Show
Design | Packaging - Sustainable
Bronze Pencil
2024
The One Show
Experiential & Immersive | Experiential & Immersive for Good
Bronze Pencil
2024
The One Show
Creative Use of Data | Data Visualization - Static
Gold Pencil
2024
The One Show
Direct Marketing | Product Packaging
Gold Pencil
2024
The One Show
Direct Marketing | Out of Home - P.O.P. & In-Store
Silver Pencil
2024
ADC Awards
Packaging Ddsign | Design for Good / Packaging Design
Bronze Cube
2024
ADC Awards
Advertising | Innovation / Promotional Materials
Silver Cube
2024
ADC Awards
Advertising | Out of Home / Point of Purchase
Silver Cube
2024
ADC Awards
Advertising | Promotional Materials / Flat
Gold Cube
2024
ADC Awards
Brand / Communication Design | Best of Brand / Communication Design
Best in Discipline
2024
ADC Awards
Adversing | Best of Advertising
Best in Discipline
2024
ADC Awards
Advertising | Design for Good / Advertising - Series
Gold Cube
2024
ADC Awards
Brand / Communication Design | Design for Good / Brand / Communication Design - Series
Gold Cube
2024
ADC Awards
Brand / Communication Design | Promotional / Wildcard
Silver Cube
2024
ADC Awards
Packaging Ddsign | Sustainable / Eco-friendly - Series
Bronze Cube
2024
ADC Awards
Experiential Design | Design for Good / Experiential Design
Bronze Cube
2023
LIA
Package Design | Sustainable Packaging
Gold
2023
LIA
Evolution | Creative Use of Media
Silver
2023
LIA
Design | Direct Marketing - Consumer
Gold
2023
LIA
Ambient & Activation | Retail
Gold
2023
LIA
Package Design
Grand LIA
2023
LIA
Ambient & Activation | Creative Use of Data
Silver
2023
LIA
Ambient & Activation | Sustainability
Silver
2023
LIA
Evolution | Creativity in Commerce
Bronze
2023
LIA
Design | Sustainable Design
Gold
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