LIFE EXTENDING STICKERS - MAKRO
This action is part of Makro's sustainability strategy aimed at contributing to four of the Sustainable Development Goals (SDGs),
including SDG 12, which aims at responsible production and consumption, reducing food waste and promoting sustainable lifestyles.
"This is a corporate initiative that reinforces our commitment to savings and sustainability, especially since we understand that avoiding food waste is also about saving money. Our sticker, according to the ripeness of fruits and vegetables suggests a recipe for using them according to their level of ripeness. We have created a series of easy-to-prepare recipes for each stage, mainly for the ripest stage. The recipes can be found on our Instagram account @makrocolombia," says Nicolás Tobón, CEO of Makro Colombia.
"In terms of communication, there is no small media for a big idea, and something used for decades like the analog, low tech, small fruit sticker can be repurposed. We live in a country where fruits and vegetables are abundant, but we need a change of behavior on how fruits and vegetables are perceived when they ripe, that behavior change is a win-win for Makro clients and for the environment ", says Juan Jose Posada, President and Chief Creative Officer of Grey Colombia.
"In terms of communication, there is no small media for a big idea, and something used for decades like the analog, low tech, small fruit sticker can be repurposed. We live in a country where fruits and vegetables are abundant, but we need a change of behavior on how fruits and vegetables are perceived when they ripe, that behavior change is a win-win for Makro clients and for the environment ", says Juan Jose Posada, President and Chief Creative Officer of Grey Colombia.
With the LIFE EXTENDING STICKERS, Makro takes action to educate consumers on better ways to use fruits and vegetables, debunking the misconception that they cannot be used when they have ripened.
Consumers can find the sticker on fruits and vegetables such as bananas, avocados, tomatoes, mangoes, and papayas, among others. In addition, the brand's Instagram account features various recipes for preparing these ingredients.
With this initiative developed in collaboration with Grey, consumers can learn how to better use fruits and vegetables throughout their lifecycle, before throwing them away due to their appearance, contributing not only to savings but also to greater sustainability and responsible consumption.
"Less is more. This campaign is a great example of the creative potential of simple ideas".
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"No technology. No fancy QR codes. No AI involved. Just clever design that is so *chef kiss*".
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"Out of something ordinary, the brand created a low-tech, low-cost new media space to broadcast
its message and drive behaviour change".
DIELINE
RECOGNITIONS
CANNES LIONS - 2023
GOLD - OUTDOOR - Culture & Context > Social Behaviour
SILVER - OUTDOOR - Ambient & Experiential > Displays
SILVER - DESIGN - Point of Sale, Consumer Touchpoints & In-store Collateral
SHORTLIST - OUTDOOR - Single-market Campaign
D&AD AWARDS - 2024
YELLOW PENCIL - Packaging Design / Promotional
GRAPHITE - Commerce / Sustainable
GRAPHITE - Experiential / Creative Use of Budget
GRAPHITE - Direct / Printed Materials
WOOD - Experiential / Retail Activations
WOOD - impact | Upstream Innovation
WOOD - Impact / Campaign Communications
SHORTLIST - Packaging Design / Labels
SHORTLIST - Art Direction / Printed Materials
SHORTLIST - Media / Retail
SHORTLIST - Creative Transformation / Planet
GRAPHITE - Commerce / Sustainable
GRAPHITE - Experiential / Creative Use of Budget
GRAPHITE - Direct / Printed Materials
WOOD - Experiential / Retail Activations
WOOD - impact | Upstream Innovation
WOOD - Impact / Campaign Communications
SHORTLIST - Packaging Design / Labels
SHORTLIST - Art Direction / Printed Materials
SHORTLIST - Media / Retail
SHORTLIST - Creative Transformation / Planet
LIA - LONDON INTERNATIONAL AWARDS - 2023
GRAND LIA - PACKAGE DESIGN
GOLD - Ambient & Activation - Retail
GOLD - Design Direct Marketing - Consumer
GOLD - Design - Sustainable Design
GOLD - Package Design - Sustainable Packaging
SILVER - Ambient & Activation - Creative Use of Data
SILVER - Ambient & Activation - Sustainability
SILVER - Evolution - Creative Use of Media
BRONZE - Evolution - Creativity in Commerce
FINALIST - Transformative Business Impact - Commercial Transformation: Sustainability
FINALIST - Creative Use of Data - Data Visualization
SILVER - Ambient & Activation - Sustainability
SILVER - Evolution - Creative Use of Media
BRONZE - Evolution - Creativity in Commerce
FINALIST - Transformative Business Impact - Commercial Transformation: Sustainability
FINALIST - Creative Use of Data - Data Visualization
BEST DESIGN STUDIO - GLOBAL
BEST DESIGN STUDIO - SOUTH AMERICA
BEST AGENCY - SOUTH AMERICA
CLIO AWARDS - 2024
GRAND CLIO - Creative Use of Data - Visualization
GOLD - Direct - Print
GOLD - Media - Retail
SILVER - Design - Packaging
SILVER - Design - Sustainability
SILVER - Out of Home - Takeover
BRONZE - Creative Commerce - Sustainable Commerce
FINALIST - Creative Commerce - In-Store Experience
FINALIST - Innovation - Print
SILVER - Design - Sustainability
SILVER - Out of Home - Takeover
BRONZE - Creative Commerce - Sustainable Commerce
FINALIST - Creative Commerce - In-Store Experience
FINALIST - Innovation - Print
CLIO HEALTH - 2024
GOLD - DESIGN - Sustainability
GOLD - DIRECT - Experience / Activation
GOLD - MEDIA - Creative Use of Media
SILVER - CREATIVE USE OF DATA - Visualization
SILVER - DESIGN - Packaging
BRONZE - INNOVATION - Medium Innovation
FINALIST - DESIGN - Direct
GOLD - DESIGN - Sustainability
GOLD - DIRECT - Experience / Activation
GOLD - MEDIA - Creative Use of Media
SILVER - CREATIVE USE OF DATA - Visualization
SILVER - DESIGN - Packaging
BRONZE - INNOVATION - Medium Innovation
FINALIST - DESIGN - Direct
COMMUNICATION ARTS - 2023
BEST IN SHOW - NON-TRADITIONAL ADVERTISING - ADVERTISING ANNUAL 2023
The Immortal Awards - 2024
COMMENDED
BEST AGENCY IN COLOMBIA
BEST AGENCY IN LATAM
THE ONE SHOW - 2024
GREEN PENCIL
SDC PENCIL - SUSTAINABLE DEVELOPMENT GOALS
GOLD - Design - Design for Good
GOLD - Out of Home - P.O.P. & In-Store - Series
GOLD - Creative Use of Data - Data Visualization Static
GOLD - Direct Marketing - Product Packaging
SILVER - Direct Marketing - P.O.P. & In-Store
BRONZE - Out of Home Innovation - Execution in Out of Home
BRONZE - Experiential & Immersive - Experiential & Immersive for Good
BRONZE - Direct Marketing - Direct Marketing for Good Out of Home
BRONZE - Design - Packaging Sustainable
SDC PENCIL - SUSTAINABLE DEVELOPMENT GOALS
GOLD - Design - Design for Good
GOLD - Out of Home - P.O.P. & In-Store - Series
GOLD - Creative Use of Data - Data Visualization Static
GOLD - Direct Marketing - Product Packaging
SILVER - Direct Marketing - P.O.P. & In-Store
BRONZE - Out of Home Innovation - Execution in Out of Home
BRONZE - Experiential & Immersive - Experiential & Immersive for Good
BRONZE - Direct Marketing - Direct Marketing for Good Out of Home
BRONZE - Design - Packaging Sustainable
MERIT - Print & Promotional - Print & Promotional for Good
MERIT - Print & Promotional - Print & Product Packaging
MERIT - Out of Home - Out of Home for Good
MERIT - Creative Use of Data - Innovation - Use of Media in Creative Use of Data
MERIT - Creative Use of Data - Data for Good
FINALIST - Design - Mass market
MERIT - Print & Promotional - Print & Product Packaging
MERIT - Out of Home - Out of Home for Good
MERIT - Creative Use of Data - Innovation - Use of Media in Creative Use of Data
MERIT - Creative Use of Data - Data for Good
FINALIST - Design - Mass market
ADC - ART DIRECTORS CLUB - 2024
Best of Discipline in Advertising
Best of Discipline in Brand / Communication Design
Best of Discipline in Brand / Communication Design
GOLD CUBE - Advertising - Promotional Materials - Flat
GOLD CUBE - Advertising - Design for Good - Advertising – Series
GOLD CUBE - Brand / Communication Design - Design for Good – Series
SILVER CUBE - Advertising - Innovation - Promotional Materials
SILVER CUBE - Advertising - Out of Home - Point of Purchase
SILVER CUBE - Brand / Communication Design - Promotional - Wildcard
BRONZE CUBE - Packaging Design - Design for Good
BRONZE CUBE - Packaging Design - Sustainable / Eco-friendly – Series
BRONZE CUBE - Experiential Design - Design for Good
ROUND 2 - Advertising - Promotional Materials - Point of Purchase Display
ROUND 2 - Advertising - Innovation - Out of Home
ROUND 2 - Advertising - Art Direction - Direct – Series
ROUND 2 - Packaging Design - Food – Series
GOLD CUBE - Advertising - Design for Good - Advertising – Series
GOLD CUBE - Brand / Communication Design - Design for Good – Series
SILVER CUBE - Advertising - Innovation - Promotional Materials
SILVER CUBE - Advertising - Out of Home - Point of Purchase
SILVER CUBE - Brand / Communication Design - Promotional - Wildcard
BRONZE CUBE - Packaging Design - Design for Good
BRONZE CUBE - Packaging Design - Sustainable / Eco-friendly – Series
BRONZE CUBE - Experiential Design - Design for Good
ROUND 2 - Advertising - Promotional Materials - Point of Purchase Display
ROUND 2 - Advertising - Innovation - Out of Home
ROUND 2 - Advertising - Art Direction - Direct – Series
ROUND 2 - Packaging Design - Food – Series
ANDY AWARDS - 2024
GOLD GLOBAL - DISTINCTIONS: IDEA, CRAFT.
SHORTLIST REGIONAL
GRAND PRIX INTERNATIONAL
WINNER - FOOD
WINNER - INTERNATIONAL
EL OJO DE IBEROAMERICA - 2023
BEST IDEA COLOMBIA 2023
GRAN OJO DESIGN 2023
GOLD - DESIGN - Diseño de experiencia de marca
GOLD - VIA PUBLICA - Responsabilidad Social Empresarial
GOLD - EXPERIENCIA DE MARCA - Experiencias y activaciones en el punto de venta
SILVER - SOSTENIBILIDAD - Ambiente y Sustentabilidad
FIAP - 2023
GOLD - INNOVACIÓN EN MARKETING DIRECTO
EL DORADO - 2023
GOLD - SUSTAINABLE DEVELOPMENT - Consumo y Producción Responsable
SILVER - DESIGN - Punto de venta, puntos de contacto con el consumidor y colaterales en tienda.
SILVER - OUTDOOR - Viajes, ocio, retail, restaurantes y comida rápida.
SILVER - BRAND EXPERIENCE & ACTIVATION - Responsabilidad social, propósito corporativo y cultura.
BRONZE - DIRECT - Impresiones y outdoor.
FINALIST - DESIGN - Embalaje sostenible.
FINALIST - DESIGN - Embalaje sostenible.
PHNX AWARDS - 2024
GRAND PRIX - STRATEGY & TECHNIQUE
GRAND PRIX - GOOD
GRAND PRIX - CAUSES DESIGN
GOLD - DESIGN: Product and Packaging design
GOLD - GOOD CAUSES: Environmental
GOLD - STRATEGY & TECHNIQUE: Branded content and activation
GOLD - STRATEGY & TECHNIQUE: Direct marketing
SILVER - DESIGN: Graphic and Publication design
TOP 10 P&M
CAMPAIGN OF THE YEAR - Nominated
CAMPAIGN OF THE YEAR - Nominated
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LIFE EXTENDING STICKERS - MAKRO
Client: Makro
Client development director: Eric Pell
Client: Makro
Client development director: Eric Pell
Marketing Director: Juan Yepes
Agency: Grey Colombia
Global Chief Creative Officer: Javier Campopiano
President / Chief Creative Officer LATAM: Diego Medvedocky
Global Chief Creative Officer: Javier Campopiano
President / Chief Creative Officer LATAM: Diego Medvedocky
President / Chief Creative Officer: Juan José Posada
Chief Executive Officer: Jorge Serrano
Executive Creative Director: Juan Cárdenas / Sebastián Benítez
Creative Director: Andrés Núñez
Art Director: Vanessa Sánchez
Copywriter: Juliana Daza
Designer: William Hernández
Designer: Han Lin
Account Director: Diana Espitia
Production Director: Andrea García - Townhouse
Photography: Germán Rojas
Director: Jorge Vélez (El Mono) - Whisky
Executive Producer: Juan Lerner - Whisky
Music: Camilo Lucena - Machina
Postproduction: Julián Ceballos - Townhouse
Chief Reputation Officer: Florencia Kessler
PR agency: Talkability
Head of Global Creative Excellence: Maru Sokolowski
Head of Global Creative Excellence: Maru Sokolowski
FEATURED IN
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CONTAGIOUS - CAMPAIGN OF THE WEEK
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