RSA Design Directions 2010 Winner
Sustainable Metals.
Full winners gallery can be found via http://www.thersa.org
Sustainable Metals.
Full winners gallery can be found via http://www.thersa.org
The brief aimed to reposition the aluminium food can within the sights of brand legislators, supermarket owners and packaging decision makers, to highlight the benefits of the tin can as an ecologically sound alternative to plastic or cartonboard packaging methods.
To achieve this, a multi-part campaign was created which was aimed at an intellectual, business minded demographic, and focused on sharing information in a humorous way (in opposition to dense trade journals) through text rather than visuals.
The use of famous quotes, selected for the relevance of their message within the context of sustainability, were chosen, and the word ‘can’ replaced with simple vector outline of a tin can, the aim being to stem curiosity and draw them to delve further into the benefits of canning via the Metal Manufacturers Packaging Association website.
The campaign offered a through the line solution including billboards, magazine inserts and spreads, promotional mailers and online advertising, all of which would be specifically targetted to the restricted audience.Further to this, promotional cans featuring the artwork on the banderole, which split in half to reveal a tin can telephone which plays an audio track imparting the vital information regarding both the economic and ecological benefits of canned packaging.
Larger scale payphones with the receiver replaced by a food can would feature as interactive elements at food and packaging trade fairs to offer an ambient delivery of the same information.
To achieve this, a multi-part campaign was created which was aimed at an intellectual, business minded demographic, and focused on sharing information in a humorous way (in opposition to dense trade journals) through text rather than visuals.
The use of famous quotes, selected for the relevance of their message within the context of sustainability, were chosen, and the word ‘can’ replaced with simple vector outline of a tin can, the aim being to stem curiosity and draw them to delve further into the benefits of canning via the Metal Manufacturers Packaging Association website.
The campaign offered a through the line solution including billboards, magazine inserts and spreads, promotional mailers and online advertising, all of which would be specifically targetted to the restricted audience.Further to this, promotional cans featuring the artwork on the banderole, which split in half to reveal a tin can telephone which plays an audio track imparting the vital information regarding both the economic and ecological benefits of canned packaging.
Larger scale payphones with the receiver replaced by a food can would feature as interactive elements at food and packaging trade fairs to offer an ambient delivery of the same information.
