Title | SHOPPING CART |
Brand | COOP |
Product/Service | INSTITUTIONAL CAMPAIGN |
Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant
|
HAVAS MILAN, ITALY
|
Idea Creation
|
HAVAS MILAN, ITALY
|
Production
|
THE FAMILY Milan, ITALY
|
Credits
Giovanni Porro |
Havas Milan |
Chief Creative Officer |
Antonio Campolo |
Havas Milan |
Creative Director |
Luigi Fattore |
Havas Milan |
Creative Director |
Barbara Rizzuti |
Havas Milan |
Art Director |
Anna Lasagni |
Havas Milan |
Copywriter |
Write a short summary of what happens in the film
In a supermarket parking lot, a plastic bag floats in the air and ends up on a shore. Like a being with a soul, a shopping cart breaks the chain that ties it to the others and starts wandering on its own. We see it dive into the sea and re-emerge full of plastic litter. Then the cart’s adventure becomes a journey around the world: it visits a henhouse to free the hens, it brings refreshments to field workers, it stops a bunch of tractors from spraying pesticides on crops and releases a whale that was tangled in fish nets. This is when more carts join our hero. The bunch reach the Antarctica and, together, they re-join two ice sheets that were drifting apart. The spot ends with the return of the protagonist back ‘home’, to the supermarket, and with Coop’s campaign claim “Good shopping can change the world”.
Cultural / Context information for the jury
Coop is one of the major large distributors in Italy. Unlike other wholesalers, it was born as a consumer cooperative and it still retains its soul. Among the products it distributes, Coop-branded items have a special importance. Throughout their production, Coop sticks to very tight standards. All Coop-branded products reflect the Group’s commitment to protecting the planet, reducing environmental impact; they are not only affordable for consumers, but fair-priced for producers, too, in order to safeguard their labour conditions; and they respect the welfare of farm animals.