The World Expiration Date

Cannes Lions Shortlist D&AD world expiration date pencil american garden endangered species

American Garden’s slogan ‘Let’s Savor Life!’

is an invitation to live and enjoy life.

And this is only possible in a world that lives.

Tragically, the planet’s future is under threat. Our world is seeing a growing number of animals facing extinction. A lack of public awareness about the issue only serves to compound the problem. We addressed the topic by exploiting a behavior in which people already had the future in mind: their habit of checking expiration dates.

We took the expiration dates on the recyclable tins, cans and bottles of different American Garden products, and told people the

fate awaiting endangered animals by those same dates. Our huge distribution channels allowed our products to reach almost every supermarket in the region, so that each shelf gave a voice to animals at risk of extinction.

Through a new use of media, The World Expiration Date reached thousands of people, and shifted the conversation from products

that expire to the hope that we can give the most endangered animals on the planet.

DESIGN

We calculated, on average, what would happen to these animals by the same expiration dates of the most common

American Garden products. We created artworks that were designed to perfectly fit the original packaging. And we

printed them right next to the regular expiration dates of several products.

ONLINE

We engaged customers and drove them to the American Garden website, where they could learn more and support the cause.

Each customer had the chance to discover hundreds of endangered animals that we profiled by conservation status – from vulnerable to critically endangered. From there, we gave customers the chance to take action, help animals in need, and play an active role

in the destiny of our planet.