Makro - "Life Extending Stickers (board)" by ANDY Awards 2024
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Makro - "Life Extending Stickers (board)"
This ad is part of the ACT Responsible Collection
- Brand: Makro
- Country: Colombia
- Advertiser: Makro
| Title | Life Extending Stickers (board) |
| Agency | Grey Colombia |
| Campaign | Life Extending Stickers |
| Advertiser | Makro |
| Brand | Makro |
| Posted | April 2024 |
| Business Sector | Department Stores, Supermarkets |
| Story | According to the Food and Agriculture Organization (FAO) and the National Department of Planning, only in Colombia 6.1 million tons of food are wasted each year, and 40% of those are fruits and vegetables. As an answer to this problem, Makro Supermarkets under their sustainability pilar, set an objective to not only help at their stores, but to educate consumers on preventing food waste in a cheap and easy way in 22 of its shops. We used a media that has existed for decades in the fruit and vegetable industry: The Fruit Sticker. We gave it a real purpose: To prevent food waste by extending their life cycles suggesting recipes based on the fruit's ripeness and color, especially in their most ripe stages cause that’s when people avoid their consumption for cosmetic reasons. That’s why we created the Life Extending Stickers. Printed in its traditional size of 2.7 mm, printed in biodegradable material, ecological ink, with no need of technology only the help of colors, we showed Colombians an easy way for them to use their fruits and vegetables from begining to end. Makro gave Colombians an anti-waste tool that also helps them save money because preventing food waste helps save cash. |
| Media Type | Case Study |
| Length | |
| AI Description | The ad features a ripe banana against a brown background, highlighting the use of a biodegradable sticker from Makro. The sticker provides information on how to use fruits in all stages of ripeness to reduce waste. It educates consumers about extending the lifecycle of fruits like bananas by suggesting recipes. The ad emphasizes Makro's commitment to sustainability by reducing food waste. A sequence of images shows fruits at various ripeness stages, urging people to use them creatively instead of discarding them. |
| 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 |