| Title | HUMANA MILKMONSTERS |
| Brand | HUMANA ITALIA |
| Product/Service | HUMANA LATTE DI CRESCITA |
| Category |
D01. FOODS |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency 2
|
SERVICEPLAN ITALIA Milan, ITALY
|
|
Production Company
|
NEVEREST Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Salvatore Giuliana |
Serviceplan Italia |
Executive Creative Director |
| Giuliana Guizzi |
Serviceplan Italia |
Executive Creative Director |
| Christoph Everke |
Serviceplan |
Executive Creative Director |
| Alexander Nagel |
Serviceplan |
Executive Creative Director |
| Moritz Dornig |
Serviceplan |
Copywriter |
| Silvia Kirchknopf |
Serviceplan |
Art Director |
| Yvonne Hopf |
Serviceplan |
Account Director |
| Hella Hegenbarth |
Serviceplan |
Account Director |
| Arianna Davighi |
Serviceplan Italia |
Account Director |
| Doriana Siracusano |
Serviceplan Italia |
Account Director |
| Marina Minini |
Serviceplan Itaia |
Graphic Designer |
| Patrick They |
Freelancer |
Illustrator |
| Carina Kloepfel |
Neverest |
Agency Producer |
| Katy Pergelt |
Serviceplan |
Producer |
| Diletta Di Munno |
Serviceplan Italia |
Online |
| Laura Giuntoni |
Serviceplan Italia |
Online |
| Robert Csakvari |
Neverest |
Animation |
Brief Explanation
The key objectives were to find the extra value we wanted to transport and the best way to design it. It had to be simple and at the same time playful to do the job.
The Brief
We were asked to promote Humana’s new Instagram account. At the same time, the promotion should provide extra value for the customers. And the campaign should fit to the client, of course.
How the final design was conceived
An occupational therapist we worked with told us that playing with and combining simple shapes and colors helped children develop their cognitive intelligence better. So the characters inside the milk-packages had to be simple and playful at the same time. At first, we had animals in mind but we wanted them to become more fanciful. In the end, we came up with the 6 Milk-Monsters and their playful surroundings.
Indication of how successful the outcome was in the market
We were able to integrate toys into the milk packages without actually placing toys inside. The design didn’t change except for the color inside the packaging. People could easily fold it inside out and create a milk monster without any further tools or glue.
Our new packaging not only was as ergonomic as can be, it also demonstrated our brand’s aspirations to our customers: our products help children develop – now even through their packaging.