Makro - "Life Extending Stickers 3"

VML Grey Colombia

VML Grey Colombia Bogotá, Colombia

411

This ad is part of the ACT Responsible Collection

Brand: Makro
Country: Colombia

Advertiser: Makro

Title	Life Extending Stickers 3
Agency	VML 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	112 seconds
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
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
President / Chief Creative Officer	Juan José Posada
Chief Executive Officer	Jorge Serrano
Executive Creative Director	Juan Cárdenas / Sebastián Benítez
Creative Director	Andrés Núñez
Designer	William Hernández
Art Director	Vanessa Sánchez
Copywriter	Juliana Daza
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