1 year ago
Researching the food industry statistics, McCann Prague discovered some staggering information – the average person ingests 70,000 microplastics each year. Furthermore, 7 out of 10 people die from a “non-communicable disease”, usually related to the heavy consumption of ultra-processed food. Using these facts, McCann Prague created the “Truth is Hard to Digest” campaign for Foodgroot - an app that lets you see exactly what your food contains. The haunting visuals of the campaign highlight the effects of poor nutritional choices.
We have all seen birds and whales with their stomachs filled with plastic rubbish, but humans could be the next species affected by the omnipresent problem of plastic and food surrogates. The campaign dramatises, via powerful images, the possible consequence of not making a healthy and well informed choice when it comes to real food and nutrition. With this campaign, Foodgroot wants to send a wake-up call to those who take their food for granted.
Foodgroot was born out of the belief that we could better our health by being more informed, and choosing healthy, wholesome food instead of its artificial counterparts. The app scans any food product with a barcode and tells you immediately what’s good and what’s not. It has a huge database, updated constantly with every food product that’s put out there for sale. Its aggregator combines all the stocks of food available in every market, with information about each ingredient, about the farm that supplied that food and, on top of that, information about what will be good for you as an individual (from blood type matches to info about your metabolism and what’ll be truly nutritious for you). With its complex algorithm and huge database, Foodgroot can transform shopping for groceries into smart and healthy choices, ensuring the wellbeing of individuals and families alike.
“Truth is Hard to Digest” campaign is on air from March 2019, in selected print and OOH media outlets in Czech Republic, supported by online and other PR activations.
Production Company: Carioca Studio
Producer: Carioca Studio
Creative Agency: McCann Prague
Copywriter: Aidan Whitley, Razvan Capanescu
Art Director: Jiri Horut
Chief Creative Officer: Razvan Capanescu
Creative Director: Jiri Horut, Klara Palmer
Account Director: Jan Antonu
Account Manager: Radka Jarosova
Chief Operating Officer: Martina Hejdova
DTP Designer: Robert Benjamin Mulderer
Media Director: Jan Suda
Public Relations: Peter Herman, Alice Reindlova
Categories: Health, Corporate, Social and PSAsMcCann Prague, 1 year ago