在哥倫比亞，每年就有610萬噸食物被浪費，其中40%是水果和蔬菜。根據國家規劃部 (DNP) 的數據，番茄、香蕉、牛油果、芒果和木瓜這五種水果和蔬菜最容易被浪費，它們往往因為外觀不佳而被過早拋棄。
為了解決這個問題，Makro（萬客?。┏袨檫@些水果和蔬菜推出了一款延長食物使用壽命的貼紙，來打破人們對于水果蔬菜"成熟等于變質 "的誤解。這些貼紙代替了原先的食物標簽貼紙，被設計成了色卡，不同的顏色反映了每種水果或蔬菜成熟過程中的顏色變化。貼上貼紙后，Makro根據它們的顏色進行定價：越熟越便宜。
除此之外，Makro在果蔬的每個顏色階段都為顧客提供了烹飪建議，鼓勵消費者探索使用成熟果蔬進行各種烹飪的可能性。例如，香蕉的貼紙從綠色變為黑色，提供了冰淇淋、油炸和紙杯蛋糕等烹飪建議。
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品牌/廣告主
Makro
營銷機構
Creative Agency 創意代理商
VML 哥倫比亞 & Grey 哥倫比亞
參與者
獎項榮譽
2024
D&AD Awards
Impact / Upstream Innovation
Wood Pencil
2024
D&AD Awards
Experiential / Retail Activations
Wood Pencil
2024
D&AD Awards
Direct / Printed Materials
Graphite Pencil
2024
D&AD Awards
Packaging Design / Promotional / 2024
Yellow Pencil
2024
D&AD Awards
Commerce / Sustainable
Graphite Pencil
2024
D&AD Awards
Experiential / Creative Use of Budget
Graphite Pencil
2024
D&AD Awards
Impact / Campaign Communications
Wood Pencil
2024
CLIO Awards
Out of Home | Takeover
Silver
2024
CLIO Awards
Design | Packaging
Silver
2024
CLIO Awards
Direct | Print
Gold
2024
CLIO Awards
Creative Use of Data | Visualization
Grand
2024
CLIO Awards
Media | Retail
Gold
2024
CLIO Awards
Design | Sustainability
Silver
2024
CLIO Awards
Creative Commerce | Sustainable Commerce
Bronze
2024
The One Show
Out of Home | P.O.P. & In-Store - Series
Gold Pencil
2024
The One Show
Design | Design for Good
Gold Pencil
2024
The One Show
Out of Home | Innovation - Execution in Out of Home
Bronze Pencil
2024
The One Show
Direct Marketing | Direct Marketing for Good
Bronze Pencil
2024
The One Show
Design | Packaging - Sustainable
Bronze Pencil
2024
The One Show
Experiential & Immersive | Experiential & Immersive for Good
Bronze Pencil
2024
The One Show
Creative Use of Data | Data Visualization - Static
Gold Pencil
2024
The One Show
Direct Marketing | Product Packaging
Gold Pencil
2024
The One Show
Direct Marketing | Out of Home - P.O.P. & In-Store
Silver Pencil
2024
ADC Awards
Packaging Ddsign | Design for Good / Packaging Design
Bronze Cube
2024
ADC Awards
Advertising | Innovation / Promotional Materials
Silver Cube
2024
ADC Awards
Advertising | Out of Home / Point of Purchase
Silver Cube
2024
ADC Awards
Advertising | Promotional Materials / Flat
Gold Cube
2024
ADC Awards
Brand / Communication Design | Best of Brand / Communication Design
Best in Discipline
2024
ADC Awards
Adversing | Best of Advertising
Best in Discipline
2024
ADC Awards
Advertising | Design for Good / Advertising - Series
Gold Cube
2024
ADC Awards
Brand / Communication Design | Design for Good / Brand / Communication Design - Series
Gold Cube
2024
ADC Awards
Brand / Communication Design | Promotional / Wildcard
Silver Cube
2024
ADC Awards
Packaging Ddsign | Sustainable / Eco-friendly - Series
Bronze Cube
2024
ADC Awards
Experiential Design | Design for Good / Experiential Design
Bronze Cube
2023
LIA
Package Design | Sustainable Packaging
Gold
2023
LIA
Evolution | Creative Use of Media
Silver
2023
LIA
Design | Direct Marketing - Consumer
Gold
2023
LIA
Ambient & Activation | Retail
Gold
2023
LIA
Package Design
Grand LIA
2023
LIA
Ambient & Activation | Creative Use of Data
Silver
2023
LIA
Ambient & Activation | Sustainability
Silver
2023
LIA
Evolution | Creativity in Commerce
Bronze
2023
LIA
Design | Sustainable Design
Gold
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