Makro - "Life Extending Stickers (110s)" by ANDY Awards 2024
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Makro - "Life Extending Stickers (110s)"
This ad is part of the ACT Responsible Collection
- Brand: Makro
- Country: Colombia
- Advertiser: Makro
| Title | Life Extending Stickers (110s) |
| Agency | Grey Colombia |
| Campaign | Life Extending Stickers |
| Advertiser | Makro |
| Brand | Makro |
| Posted | June 2023 |
| Business Sector | Department Stores, Supermarkets |
| Story | Ripe fruit is considered past its prime, but Makro used the small provenance stickers found on produce to turn this idea around. The labels contained delicious recipes that required ripe fruit to work. |
| Media Type | Case Study |
| Length | |
| AI Description | The ad from Makro focuses on reducing food waste by introducing 'Life Extending Stickers.' The visual begins with a depiction of fresh fruits and vegetables turning into waste, highlighting that 40% of them go to waste. The ad then shows different stages of banana ripeness, debunking the idea that ripe is wrong. Makro supermarkets aim to change this by extending the lifecycle of fruits and vegetables using innovative stickers. The stickers inform consumers about the various preparations possible at different ripeness levels, encouraging consumption and reducing waste. The video showcases these stickers on diverse fruits, emphasizing creativity, sustainability, and awareness. As a result, an average of six more days of product usability is achieved, thereby decreasing food waste by 70 tons a week. |
| Chief Creative Officer | Javier Campopiano |
| Chief Creative Officer | Diego Medvedocky |
| Chief Creative Officer | Juan Posada |
| Executive Creative Director | Juan Cárdenas |
| Creative Director | Andrés Núñez |
| Designer | Han Lin |
| Chief Creative Officer | Jorge Serrano |
| Executive Creative Director | Sebastián Benítez |
| Copywriter | Juliana Daza |
| Art Director | Vanesa Sánchez |
| Designer | William Hernández |
| Account Director | Diana Espitia |