Short List
Category E01. Food
Idea Creation CHEIL WORLDWIDE Frankfurt, GERMANY
Media Placement CHEIL WORLDWIDE Frankfurt, GERMANY
Production A.R.T. STUDIOS Frankfurt, GERMANY
Name Company Position
Roland Rudolf Cheil Worldwide Germany Chief Creative Officer
Thomas Schroeder Cheil Worldwide Germany Executive Creative Director
Miriam Preissinger Cheil Worldwide Germany Creative Director
Annika D'Ambrogio Cheil Worldwide Germany Senior Copywriter
Rafael Maggessi Cheil Worldwide Germany Art Director
Hanna Weller Cheil Worldwide Germany Junior Copywriter
Moritz Gillrath Cheil Worldwide Germany Agency Producer
Deveroe Aurel Langston Reuter Cheil Worldwide Germany Motion Designer
Christoph Fischer Cheil Worldwide Germany Head of Development
Andrè Lang Cheil Worldwide Germany Senior Application Engineer
Christiane Rörig Cheil Worldwide Germany Application Engineer
Christof Pohl Cheil Worldwide Germany Application Engineer
Daniel Krafft Cheil Worldwide Germany Junior Designer
Kai Hartung Cheil Worldwide Germany Senior Producer
Byunghoon So Cheil Worldwide Australia Managing Director
Mark Anderson Cheil Worldwide Australia Business Director
Jiwan Prasad Cheil Worldwide Australia Senior Art Director
Mel Tozer Cheil Worldwide Australia Account Director
Matthias Merget Freelance Editor
Philipp Lenz A.R.T. Studios Senior Sound Artist
Melissa Russell Rocket Productions Producer
Susannah Blaxill Freelance Illustrator
Daniel Gumbert Freelance Designer
Hyung-Min Cho Cheil Worldwide Germany Junior Motion Designer

The Campaign

To put pressure on the retailers and to clarify the need of replacing fruits and vegetable bags, we invented FEEDitBAG. It is the first bag that gives life instead of taking it. Therefore, every bag has different fruit- and vegetable seeds on it. So, after being a shopping bag, FEEDitBAG becomes a bag for organic waste that can be directly composted to grow new life. This is possible, because it is 100% bio-degradable and completely made of renewable resources. FEEDitBAG calls on customers to change their consumption behaviour and to speak up for more sustainable bags.

Creative Execution

DESIGN ELEMENTS AND THEIR INTEGRATION On each bag, we placed seeds and highlighted them through our design. The CTA was directly integrated into the design, so each bag challenges the customers to reduce plastic. Instructions were printed on the back. Customers could choose between three different motifs and take their new plant-to-be home – for free. MATERIALS, STYLE ELEMENTS, DESIGN CHOICES FEEDitBAG is made of Mater-Bi that is produced out of corn-starch, and therefore only renewable resources. The design was printed with water-based colours. The sticker is completely bio-degradable as well. This makes the bag 100% compostable in only ten weeks. The bag also degrades in water. DESIGN DEVELOPMENT AND PROCESS We combined botanic illustrations by Susannah Blaxill with our calligraphic crafted design. This way the design of FEEDitBAG reflects its nature friendly purpose. We picked three motifs for the first edition: tomato, eggplant and pear.

Indication of how successful the outcome was in the market

REACH/ CULTURAL IMPACT Only with our initial launch at EDEKA, we achieved a reduction of 150,000 of plastic bags in just one month and one market. Because of the high use of bags for fruits and vegetables, the manufacturing costs are competitive. By now, FEEDitBAG was shared more than 50.000 times and featured on TV, like on the most popular morning show Télématin on France 2. We made more than 12.5 million people react on social networks and created more than 9 million PR impressions worldwide. Retailers like REWE, Intermarché, Carrefour, Hornbach and EDEKA as well as smaller ones from all over the world are interested in FEEDitBAG.

CHOICE OF CAMPAIGN ELEMENTS The integrated approach lets the consumers participate. Posters and flyers caught the customer’s attention and informed about our initiative. Via QR-codes on wobblers, they voted for the next edition on our microsite. Product dispensers distributed all FEEDitBAG motifs. TARGET AUDIENCE Our target group was everybody who is interested in buying fresh fruits and vegetables.