Makro - "Life Extending Stickers 3" by ANDY Awards 2024
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Makro - "Life Extending Stickers 3"
This ad is part of the ACT Responsible Collection
- Brand: Makro
- Country: Colombia
- Advertiser: Makro
| Title | Life Extending Stickers 3 |
| 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 | Promotion & Event |
| Length | |
| AI Description | The advertisement for Makro's 'Life Extending Stickers 3' showcases a vibrant and colorful supermarket setting filled with fresh fruits and vegetables. Distinctively, each fruit and vegetable is adorned with biodegradable stickers designed to extend the lifespan of the produce by suggesting recipes based on ripeness. The ad highlights the concept of using traditional fruit stickers not just for labeling, but as an innovative solution to food waste. Large posters and displays emphasize slogans like "Sticker Salvavidas" (Lifesaver Sticker), reinforcing the educational and environmental message. The ad's visuals celebrate the natural beauty and freshness of produce while promoting sustainability and practical solutions for consumers. A scene shows a customer interacting with a staff member about the initiative, showcasing a friendly and informative customer experience. |
| 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 |