Ad of the Day: Dole Sunshine Company prints ‘Malnutrition Labels’ with fruit waste ink
Dole Sunshine Company has worked with St Luke’s and Bompas & Parr to create screen-printed posters using ink derived from real fruit waste. These have been placed next to fast-food trucks and vending machines in an effort to highlight the amount of unhealthy food Brits consume.
‘Malnutrition Labels: Nutritional Ink’ calls attention to the low nutritional value of certain snacks and foods, while printing the ads with ink made almost entirely of fruit means the posters have more nutritional benefits than the on-the-go food.
Partnering with food scientists, the project went through various rounds of experimentation and used a variety of fruit waste and scraps to create optimal colors and nutritional formulation for the printing process.
To amplify the guerrilla marketing campaign further, there will also be social and digital activations.
Credits
Brand: The Dole Sunshine Company
Agency
Creative agency: St Luke’s
Executive creative director: Richard Denney
Copywriter: Robin Gordon
Copywriter: Danny Jones
Art director: Ella Monti
Art director: Jordan Morris
Head of art and design: Pete Mould
Designer: Pete Mould
Designer: Vanisha Mistry
Editor: Josh Gemmell
Creative producer: Anna-Marie Mennecier
Producer: Jenny Busby
Senior planner: Tara Ellis
Managing director: Ed Palmer
Business director: Will Bright
Senior account director: Barnaby Kelly
Account directors: Rob Evans, Oliver Berrell, Lucy Yeates
Account manager: Sam Everett
Production
Film production: Tag Collective Arts
Director: Cassidy Burcher
Production company: Tag
Producer: Greg Mills
DOP: Ahmet Husseyin
Editor: Cassidy Burcher
Music: Audio Network
Post production company: Tag Collective Arts
VFX: Pete Hughes
Color grade: Mark Horrobin
Post production producer: Neuma Llusiá dos Santos
Sound design: Nick Olsouzidis
Printing
Ink development and production: Bompas & Parr
Printers: K2 Screen Ltd
Media
Media Agency: Spark Media Partners
Vice-president, strategy: Jef Eckart
Director, strategy: Ariel Brito
Associate director, strategy: Nicole Truong
Out-of-home executive: Arianna Apicella
Out-of-home manager: Piergiorgio Toma
PR agency: Peppercomm
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