Today I learned this absolutely shocking fact. In Britain, 3 million people are affected by malnutrition, mainly due to the lack of nutrients in the food they choose to eat. Whether it be fries, biscuits, or sweets, statistics show that the UK eats more junk food than any other country in Europe.
Dole teamed up with St Luke's in London to spread the word. And the concept St Luke's came up with is brilliantly hard-hitting.
They created ink from fruit, and printed the posters with this ink, making the posters more nutritional than whatever junk food was available nearby.
The ‘Malnutrition Labels: Nutritional Ink’ campaign posters were strategically placed near vending machines and purveyors of junk food. The Art Direction throughout looks like a nutrition label, really bringing it home.
Brand: The Dole Sunshine Company
Creative agency: St Luke’s
Executive creative director: Richard Denney
Copywriter: Robin Gordon
Copywriter: Danny Jones
Art director: Ella Monti
Art director: Jordan Morris
Head of art and design: Pete Mould
Designer: Pete Mould
Designer: Vanisha Mistry
Editor: Josh Gemmell
Creative producer: Anna-Marie Mennecier
Producer: Jenny Busby
Senior planner: Tara Ellis
Managing director: Ed Palmer
Business director: Will Bright
Senior account director: Barnaby Kelly
Account directors: Rob Evans, Oliver Berrell, Lucy Yeates
Account manager: Sam Everett
Film production: Tag Collective Arts
Director: Cassidy Burcher
Production company: Tag
Producer: Greg Mills
DOP: Ahmet Husseyin
Editor: Cassidy Burcher
Music: Audio Network
Post production company: Tag Collective Arts
VFX: Pete Hughes
Color grade: Mark Horrobin
Post production producer: Neuma Llusiá dos Santos
Sound design: Nick Olsouzidis
Ink development and production: Bompas & Parr Studio Ltd
Printers: K2 Screen Ltd
Media Agency: Spark Media Partners
Vice-president, strategy: Jef Eckart
Director, strategy: Ariel Brito
Associate director, strategy: Nicole Truong
Out-of-home executive: Arianna Apicella
Out-of-home manager: Piergiorgio Toma
PR agency: Peppercomm
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Powerful story, should be retold worldwide. Just because its PRINT does NOT make it JUNK (mail or otherwise). :) Well done.
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