| Title | OLD MILK |
| Brand | COOP |
| Product/Service | COOP BRAND |
| Category |
D02. Small Scale Special Solutions |
|
Entrant
|
EDELMAN London, UNITED KINGDOM
|
|
Idea Creation
|
EDELMAN London, UNITED KINGDOM
|
|
PR
|
EDELMAN London, UNITED KINGDOM
|
Credits
| Mattias Ronge |
Edelman Deportivo / Edelman |
CCO |
| Stefan Ronge |
Edelman Deportivo / Edelman |
CCO |
| Joachim Ewert Barrén |
Edelman Deportivo / Edelman |
Account Director |
| Simon Kraft |
Edelman Deportivo / Edelman |
Art Director |
| Anna Werkell |
Edelman Deportivo / Edelman |
Copywriter |
| Sebastian Brännén |
Edelman Deportivo / Edelman |
Art Director |
| Sofie Segerborg |
Edelman Deportivo / Edelman |
Senior Media Supervisor |
| Jonas Axblom |
Edelman Deportivo / Edelman |
Senior Content Strategist |
| Rasmus Keger |
Edelman Deportivo / Edelman |
Creative Director |
| Marie Wedin |
COOP |
Marketing Director |
| Sofia Borgblad |
COOP |
Project Manager |
| Anna Rasin |
COOP |
Communication Director |
| Ann Persson |
COOP |
Press Secretary |
| Anneli Bylund |
COOP |
Sustainability Strategist |
| Annika Ulfvin |
COOP |
Head of Digital Editorial Office |
| Elsa Andersson |
COOP |
Content Manager |
| Hanna de Ron |
COOP |
Web Editor |
Write a short summary of what happens in the ambient or digital execution or campaign.
We arranged events where by-passers could smell the perfume and talk to Coop about sustainability.
All the attention for Old Milk lead people to the campaign site, where they could learn more about food waste and order a sample of the perfume.
Cultural/Context information for the jury
Food waste is a global problem and Sweden is no exception.
38 percent of the food in Swedish households is wasted and unlike what people in general think, households are responsible for more food waste than businesses. A reason being is that people tend to throw away products that have passed their over-cautious best before dates, without smelling or tasing them first.