LIFE EXTENDING STICKERS - MAKRO

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This action is part of Makro's sustainability strategy aimed at contributing to four of the Sustainable Development Goals (SDGs),

including SDG 12, which aims at responsible production and consumption, reducing food waste and promoting sustainable lifestyles.

"This is a corporate initiative that reinforces our commitment to savings and sustainability, especially since we understand that avoiding food waste is also about saving money. Our sticker, according to the ripeness of fruits and vegetables suggests a recipe for using them according to their level of ripeness. We have created a series of easy-to-prepare recipes for each stage, mainly for the ripest stage. The recipes can be found on our Instagram account @makrocolombia," says Nicolás Tobón, CEO of Makro Colombia.

"In terms of communication, there is no small media for a big idea, and something used for decades like the analog, low tech, small fruit sticker can be repurposed. We live in a country where fruits and vegetables are abundant, but we need a change of behavior on how fruits and vegetables are perceived when they ripe, that behavior change is a win-win for Makro clients and for the environment ", says Juan Jose Posada, President and Chief Creative Officer of Grey Colombia.

With the LIFE EXTENDING STICKERS, Makro takes action to educate consumers on better ways to use fruits and vegetables, debunking the misconception that they cannot be used when they have ripened.

Consumers can find the sticker on fruits and vegetables such as bananas, avocados, tomatoes, mangoes, and papayas, among others. In addition, the brand's Instagram account features various recipes for preparing these ingredients.

With this initiative developed in collaboration with Grey, consumers can learn how to better use fruits and vegetables throughout their lifecycle, before throwing them away due to their appearance, contributing not only to savings but also to greater sustainability and responsible consumption.

"Less is more. This campaign is a great example of the creative potential of simple ideas".

CONTAGIOUS

Editor’s pick

"No technology. No fancy QR codes. No AI involved. Just clever design that is so *chef kiss*".

FAST COMPANY

"Out of something ordinary, the brand created a low-tech, low-cost new media space to broadcast

its message and drive behaviour change".

DIELINE

LIFE EXTENDING STICKERS - MAKRO
Client: Makro
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

Art Director: Vanessa Sánchez

Copywriter: Juliana Daza

Designer: William Hernández

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

RECOGNITIONS

CANNES LIONS - 2023

GOLD - OUTDOOR - Culture & Context > Social Behaviour

SILVER - OUTDOOR - Ambient & Experiential > Displays

SILVER - DESIGN - Point of Sale, Consumer Touchpoints & In-store Collateral

SHORTLIST - OUTDOOR - Single-market Campaign

LIA - LONDON INTERNATIONAL AWARDS - 2023

GRAND LIA - PACKAGE DESIGN

GOLD - Ambient & Activation - Retail

GOLD - Design Direct Marketing - Consumer

GOLD - Design - Sustainable Design

GOLD - Package Design - Sustainable Packaging

SILVER - Ambient & Activation - Creative Use of Data
SILVER - Ambient & Activation - Sustainability
SILVER - Evolution - Creative Use of Media
BRONZE - Evolution - Creativity in Commerce
FINALIST - Transformative Business Impact - Commercial Transformation: Sustainability
FINALIST - Creative Use of Data - Data Visualization

CLIO AWARDS - 2024

GOLD - Creative Use of Data - Visualization

GOLD - Direct - Print

GOLD - Media - Retail

SILVER - Design - Packaging
SILVER - Design - Sustainability
SILVER - Out of Home - Takeover
BRONZE - Creative Commerce - Sustainable Commerce
FINALIST - Creative Commerce - In-Store Experience
FINALIST - Innovation - Print

COMMUNICATION ARTS - 2023

BEST IN SHOW - NON-TRADITIONAL ADVERTISING - ADVERTISING ANNUAL 2023

The Immortal Awards - 2024

COMMENDED

BEST AGENCY IN COLOMBIA

BEST AGENCY IN LATAM

THE ONE SHOW - 2024

FINALIST - Experiential & Immersive - Experiential & Immersive for Good

FINALIST - Print & Promotional - Print & Promotional for Good

FINALIST - Print & Promotional - Print & Product Packaging

FINALIST - Direct Marketing - Direct Marketing for Good Out of Home

FINALIST - Direct Marketing - P.O.P. & In-Store

FINALIST - Direct Marketing - Product Packaging

FINALIST - Out of Home Innovation - Execution in Out of Home

FINALIST - Out of Home - P.O.P. & In-Store - Series

FINALIST - Out of Home - Out of Home for Good

FINALIST - Sustainable Development Goals Pencil

FINALIST - Green Pencil

FINALIST - Design - Design for Good

FINALIST - Design - Mass market

FINALIST - Design - Packaging Sustainable

FINALIST - Creative Use of Data - Innovation - Use of Media in Creative Use of Data

FINALIST - Creative Use of Data - Data for Good

SECOND ROUND - Creative Use of Data - Data Visualization Static

ADC - ART DIRECTORS CLUB - 2024

FINALIST - Advertising - Promotional Materials - Flat
FINALIST - Advertising - Design for Good - Advertising – Series
FINALIST - Brand / Communication Design - Design for Good – Series
FINALIST - Advertising - Innovation - Promotional Materials
FINALIST - Advertising - Out of Home - Point of Purchase
FINALIST - Brand / Communication Design - Promotional - Wildcard
FINALIST - Packaging Design - Design for Good
FINALIST - Packaging Design - Sustainable / Eco-friendly – Series
FINALIST - Experiential Design - Design for Good
ROUND 2 - Advertising - Promotional Materials - Point of Purchase Display
ROUND 2 - Advertising - Innovation - Out of Home
ROUND 2 - Advertising - Art Direction - Direct – Series
ROUND 2 - Packaging Design - Food – Series

ANDY AWARDS - 2024

GOLD GLOBAL - DISTINCTIONS: IDEA, CRAFT.

SHORTLIST REGIONAL

CAMPAIGN AD NET ZERO AWARDS - 2023

GRAND PRIX INTERNATIONAL

WINNER - FOOD

WINNER - INTERNATIONAL

EL OJO DE IBEROAMERICA - 2023

BEST IDEA COLOMBIA 2023

GRAN OJO DESIGN 2023

GOLD - DESIGN - Diseño de experiencia de marca

GOLD - VIA PUBLICA - Responsabilidad Social Empresarial