Sklizeno – health food store (retail chain) - "The statement honey jars"

McCann Prague

McCann Prague Praha, República Checa

7295

Marca: Sklizeno – health food store (retail chain)
País: República Checa

Anunciante: Sklizeno

Título	The statement honey jars
Agencia	McCann Prague
Campaña	The statement honey jars
Anunciante	Sklizeno
Marca	Sklizeno – health food store (retail chain)
Fecha de primera difusión/publicación	2018 / 2
Sector Empresarial	Grandes almacenes, supermercados
Sinopsis	Health food retail chain, for which we’ve done an educational campaign about hidden sugar in regular food sold in other supermarkets. We used bees who are able to make honey from just about anything that has 15% or more sugar. We pack it in suggestive jars, in the shape of aliments that have hidden sugar (like instant soup or ketchup etc).
Filosofía	We had to put the topic quickly, back on the public agenda. We need something that can generate immediate buzz (and compensate for the classical now, small budget). Therefore, we chose a “literalism” type of creative approach - we designed the honey jars in the shape of the actual aliments that have hidden sugar. So, influencers and journalist we’ll see, literally, how hamburgers, instant soup/ dressing salad or ketchup have sugar (and more than expected) in their composition. Valuing the Czech tradition in glass craftsmanship, we’ve created special designs, meant to gain even more earned media. This Direct and PR campaign have started in February 2018, when we’ve pitched our story about hidden sugar to the biggest influencers and most sought after journalists in Czech Republic. We have sent them packages with the especially designed honey jars (using the honey our bee keeper have produced last harvest, from hamburgers, ketchup, instant soup and breakfast cereal). The reactions were instantly, with some of the biggest influencers posting videos about unboxing our surprising packaging and reigniting the debate about hidden sugar.
Problema	In The Czech Republic, 30% of the population is affected by diabetes. Heavily processed food is still routinely purchased, even though Sklizeno has made it accessible to buy 100% natural food. Therefore, a second wave of the campaign about hidden sugar became necessary. People needed to be reminded, that most of the things they see are not necessarily what they see. Because even if they try to avoid sugar, people are most of the time unaware about the existence of hidden sugar in the aliments they buy. Processed food, like many types of breakfast cereal, ketchup or other sauces, and even instant soup, has a lot of sugar in it.
Resultado	We had to put the topic quickly, back on the public agenda. We need something that can generate immediate buzz (and compensate for the classical now, small budget). Therefore, we chose a “literalism” type of creative approach - we designed the honey jars in the shape of the actual aliments that have hidden sugar. So, influencers and journalist we’ll see, literally, how hamburgers, instant soup/ dressing salad or ketchup have sugar (and more than expected) in their composition. Valuing the Czech tradition in glass craftsmanship, we’ve created special designs, meant to gain even more earned media. This Direct and PR campaign have started in February 2018, when we’ve pitched our story about hidden sugar to the biggest influencers and most sought after journalists in Czech Republic. We have sent them packages with the especially designed honey jars (using the honey our bee keeper have produced last harvest, from hamburgers, ketchup, instant soup and breakfast cereal). The reactions were instantly, with some of the biggest influencers posting videos about unboxing our surprising packaging and reigniting the debate about hidden sugar.
Medio	Case Study
Director creativo	Razvan Capanescu
Creative Director, Copywriter	Klara Palmer
Director artístico	Richard Axell
Director artístico	Gerrit Gerischer
Fotógrafo	Patrik Klema
Productora	Bistro Films
Realizador	Jakub šVejkar
Productor	Lucie Slavickova
Productor de la agencia	Roxana Pfeffermannová
Productor de la agencia	Jitka Baldwin
Productor de la agencia	Stanislav Chudoba
Productor de la agencia	Pavlína Nagyová
Illustrator	Ivan Holic
Diseñador gráfico	Hayley Smith
Diseñador gráfico	Razvan Capanescu
Motion Design Lead	Tomas Matis
Motion Designer	Vojtěch Šálek
Motion Designer	Aryamys Tokhyan
DTP	Benjamin Mulderer
Director de cuentas	Martina Hejdová
Responsable de cuentas de agencia	Lucie Srbkova
Responsable de cuentas de agencia	Sarka Vesela
Planificador estratégico	Lucie Rust
Glass Designer	Lukas Novak
Influencer Manager	Antonin Milata
PR	Peter Hermann