A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant
McCANN PRAGUE, CZECH REPUBLIC
Idea Creation
McCANN PRAGUE, CZECH REPUBLIC
Credits
Name
Company
Position
Lars Killi
McCANN Prague
Creative Director
Klara Palmer
McCANN Prague
Creative Director
Gerrit John Gerischer
McCANN Prague
Art Director
Richard Axell
McCANN Prague
Art Director
Lucie Rust
McCANN Prague
strategic planner
Martina Vopršalová
McCANN Prague
Client Service Director
Lucie Srbková
McCANN Prague
Account Director
Roxana Pfeffermannova
Procoma
Agency Producer
Rudolf Havlik
Bistro Films
movie director
Lucie Slavickova
Bistro Films
Executive Producer
Jitka Baldwin
Procoma
Agency Producer
Michael Šroubek
WEARE PRODUCTIONS
DOP Lighting Cameraman
Jakub Švejkar
WEARE PRODUCTIONS
movie director
Carlos Baer
Freelance
motion designer
Patrik Klema
McCANN Prague
Photographer
Jamie Mietz
MCCANN EMEA
Creative Director
Sanjiv Mistry
MCCANN EMEA
Creative Director
Paul Jenkinson
Craft London
Editor
Chris Cartwright
Craft London
senior TV producer
Adrian Botan
McCann Worldgroup
Global Executive Creative Director
Carmen Bistrian
McCann Worldgroup
Creative Excellence Manager EUROPE
The Campaign
As the sugar is hidden, we had to search help from someone, who can find sugar everywhere - a bee.
We hired 150 000 of these experts to help us demonstrate the amounts of sugar in our food. We fed them different foods for several days.
As bees can produce honey from anything containing 15% and more of sugar, we introduced the world the a very first Hamburger honey, Ketchup honey, Salad dressing honey, Cereal honey and Instant soup honey.
Creative Execution
Based on the WHO research, our country fails in prevention.
So a national chain of bio groceries Náš Grunt decided to help - educate and offer a solution - honest products form natural ingredients without hidden sugar.
We fed bees for days with chosen processed food. Not only that they ate it but they produced honey from it and we sent the honey to Czech food bloggers an journalists to write an article about this experience and make people understand how much sugar they eat.
Results
The campaign resulted in 3,87 mil. cumulated media reach, 300 000 organic social media reach, website traffic increased by 30 %, store visits increased by 10 %.
We fed bees for days with chosen processed food. Not only that they ate it but they produced honey from it and we sent the honey as a special Direct mail to selected Czech food bloggers and journalists to write an article about this experience, share it with their audience and make this way people understand how much sugar they eat.
Every day, there are 150 new patiences diagnosed with diabetes. One of the main reasons is overconsumption of sugar. The reason for such overconsumption is, that people don't know about all the sugar they, as most of it is hidden in all kinds of processed food.
We hired 150 000 of these experts to help us demonstrate the amounts of sugar in our food. We fed them different foods for several days. As bees can produce honey from anything containing 15% and more of sugar, we introduced the world the a very first Hamburger honey, Ketchup honey, Salad dressing honey, Cereal honey and Instant soup honey.