Middagsfrid – food packaging

“For the Middagsfrid food packaging series we asked illustrator Peter Herrman to sit down with the client and listen to all that they had to say about their history and future, their ambitions, their products and their production. All this was incorporated into a detailed illustration that is used as a base for all packagings.”


via Middagsfrid – The Dieline: The World’s #1 Package Design Website -.


Trident Fun Audit | The Inspiration Room

Kraft is running the Trident Fun Audit site, online at thefunaudit.com, a Facebook Connect experience design to help people answer the question, “How much fun are you having?” The site dives into a visitor’s Facebook profile in unprecedented detail, recognizing hundreds of key words and serving up one of hundreds of relevant quotes. The Fun Audit searches your pokes, check-ins, friends, LOLs, comments, photo albums and more to give users an experience unlike any they’ve ever had, all to point to Trident Gum as a source of ongoing fun.


The Trident Fun Audit was developed at Saatchi & Saatchi New York by executive creative director Brian Carley, creative director/art director Subodh Samudre, creative director/copywriter David Ekholm, copywriter Sam Saunders, senior integrated producer Karen McKibben, account supervisor Matt Garcia, account executive Bianca Hertel.

Filming was shot by director Jason Zada via Tool of North America with executive producers Brian Latt, Oliver Fuselier, and Dustin Callif, head of production Joy Kuraitis, interactive director Jason Nickel.

Editor was Dan Maloney at Cut + Run with executive producer Rana Martin, assistant editors David Beerman (LA) and Ben Jones (NY).

Sound was designed at Lime Studios by mixer Rohan Young. Music was by Duotone Audio Group.

via Trident Fun Audit | The Inspiration Room.


The Dieline Awards 2011: First Place – Steve’s Leaves – The Dieline

Entrant: Big Fish Design Limited

Country: United Kingdom

Category: Food A

Description: We were asked to create a brand for Britain’s finest salad growers. We found a man in the company who had a degree in watercress. His name was Steve Rothwell. He was clearly the mastermind behind their delicious, tender baby leaves so we suggested naming the brand “Steve’s Leaves”. They loved it. At the time, the salad fixture in supermarkets was one big impenetrable green hedge-like wall where everything looked the same. We seized the opportunity to stand out from the crowd and depicted Steve’s hand picking the leaves on the front with bright colours that reflected the intense flavours of these naturally delicious little leaves. We made the bags “one serve” portion size, which allowed people to mix and match varieties instead of just buying one big bag.

via The Dieline Awards 2011: First Place – Steve’s Leaves – The Dieline: The World’s #1 Package Design Website -.


Romanians Are Smart | The Inspiration Room

Kandia Dulce, producer of Romania’s ROM chocolate bar, is launching an online campaign to improve the online reputation of Romanians. Google live search indicates that searches relating to Romanians are too often derogatory. Type in “Romanians are” in a Google search and you’re likely to be given the suggestions of “Romanians are gypsies”, “Romanians are ugly”, and “Romanians are rude”. The chocolate manufacturer is encouraging people to change this by using Google to change the live search results to “Romanians are smart”.

The campaign, online at romaniisuntdestepti.ro, facebook.com/RomaniansAreSmart and romaniansaresmart.com, is primed to take change Google results by December 1, Romania’s national day. The campaign has caught on in Romania, with bloggers and public personalities adopting the campaign theme, generating hundreds of blog posts that support the cause and come up with examples of “smart Romanians”.

Gabriela Munteanu, marketing manager at Kandia Dulce, explains the thinking behind the campaign.

“ROM is a profoundly Romanian brand, that forces us to take a stance when we see Romania is the victim of some serious prejudgement. That is why we decided to assume a cause that honors us: to fight for Romanians’ image. Romanians image over the internet, the image of Romanians about themselves, the image of Romanians abroad. The campaign “Romanians are smart” is continuing the effort launched through “New ROM” campaign, aiming to reinvigorate the national pride.”


The Romanians Are Smart campaign was developed at McCann Erickson, Romania, Bucharest.

via Romanians Are Smart | The Inspiration Room.


Saffola urges consumers to celebrate their heart’s birthday in its new TVC – Campaign India

Saffolalife, the heart care brand from Marico, has released its latest campaign to celebrate ‘World Heart Day’.

Through this year’s campaign, created by McCann Erickson, Saffola has urged people to find the real age of their heart through their one-of-a-kind Saffolalife, ‘Heart age finder’ tool. Via this tool, they want people to celebrate their heart’s birthday and gift it a healthier lifestyle.

The TVC shows glimpses of all the birthdays we celebrate in a year (daughters’, friends’, bosses’ etc). The voiceover then tells us that we celebrate birthdays of all the important people around us, but we don’t celebrate the most important birthday; that of our hearts. It then urges people to find out the age of their heart and start celebrating its birthday through a tool, available on their website, www.saffolalife.com and a helpline number.

Commenting on the TVC, Loveleen Raina, senior vice president and general manager, McCann Erickson, said, “Following the success we achieved through last year’s campaign, this year we’ve targeted a younger audience. Heart problems have started effecting people at a younger age in India, compared to the West. Through this campaign we are trying to communicate to consumers that your heart age is different to your chronological age. Once the heart age is determined, people will start taking extra care of their heart. After one determines the age of their heart, they are then asked to celebrate the birthday of their heart and gift it either a healthier lifestyle.”

Abhinav Tripathi, senior creative director, McCann Worldgroup, India, added, “We celebrate random birthdays of third or fourth cousins, Facebook friends, etc but not the thing that is closest to us; our heart. This year we have asked people to take an oath in a different way. We have created a straight-forward TVC which conveys the message to call or go online to check the age of their heart and celebrate and gift it a healthier lifestyle.”

The TVC will be supported by print, digital and on-ground activities among others.

World Heart Day is on Thursday, 29 September 2011.


Client: Marico

Agency: McCann Erickson

Senior creative directors: Abhinav Tripathi and Denzil Machado

Business head: Sudhish Pillai

Head marketing, Marico: Sameer Satpathy

Brand manager: Sharika Munshi

via Saffola urges consumers to celebrate their heart’s birthday in its new TVC on Videos – Advertising – The Work – Campaign India.


BBH continues to live a life less serious – Campaign Brief Asia

BBH Asia Pacific has continued the ‘Life Less Serious’ work for Chupa Chups lollipops via a print and poster campaign.

“We like to think of Chuck Worldwide not so much as a cult, but a quasi-mystical new age life enhancing organisation,” said copywriter, Douglas Hamilton. “Led by the divine “Guru Chuck” aka the ‘Enlighten-upped One’, its aim is to brainwash the world into being a less serious place. We’ll do this with a campaign of non-stop sucking inspired silliness, beginning with these print ads featuring nuggets of Guru Chuck’s tasty, tasty wisdom.”

via BBH continues to live a life less serious – Campaign Brief Asia.


Funny Nando’s TVC


KFC Emergency Chairs | The Inspiration Room

KFC promotes the Family Feast with “Emergency Chairs”, a television commercial set in the context of a rapidly growing modern family. The ad tells the story of a group of people, young and old, coming together and socialising over food. As more and more people arrive, everyone pitches in to find makeshift emergency chairs including beanbags, old piano stools and plastic crates. “The People. The Moment. The Taste”.

via KFC Emergency Chairs | The Inspiration Room.


Mentos: Choose Up2U – Creativity Online

Red pill or blue pill?

The Martin Agency and Unit9 London launch a microsite for Mentos’ new line of gum that really puts the choice in your hands. The gum comes in a pack that has two flavors — it’s your choice which one you want to take. The site follows a similar “Up to You” theme with four pairs of films that run in parallel to each other. In one scenario, visitors can decide between being a “Hip Hop Superstar” with Naughty by Nature, or an astronaut. In another, they can either take part in a Japanese Game Show or run from zombies. The unique interface allows users to toggle seamlessly between the two scenarios. A central menu holds all the different combinations of films, each representing one flavor of the Mentos gum.

via Mentos: Choose Up2U – Interactive (image) – Creativity Online.


Interactive McDonalds outdoor