Campbell's: CANS OF POSITIVITY

Credits & Description:

SUB CATEGORY : PACKAGING DESIGN
COMPANY ENTERING : Y&R MALAYSIA, KUALA LUMPUR
ENTRY TITLE : CANS OF POSITIVITY
BRAND : CAMPBELL'S SOUP
ADVERTISER : CAMPBELL SOUP SOUTHEAST ASIA SDN BHD
ADVERTISING AGENCY : Y&R MALAYSIA, KUALA LUMPUR
EXECUTIVE CREATIVE DIRECTOR : GIGI LEE
CREATIVE DIRECTOR : JOSHUA TAY
COPYWRITER : SU-YIN CHONG
ART DIRECTOR : EMILY TAN/KASEY CHEW/HOW WEI ZHONG/GIGI LEE/JOSHUA TAY
AGENCY DESIGNER : EMILY TAN/KASEY CHEW/HOW WEI ZHONG/LAI WAI YEAP/HAZEL TING/ELAINE POH
ACCOUNT DIRECTOR : NIGEL MENEZES/PRAVIND SUBRAMANIAM/CAROLINE BAL/LISA HEZILA
AGENCY PRODUCER : WAYNE LOW/ROBERT AW
PRODUCTION COMPANY : MOTION ROM, PETALING JAYA
DIRECTOR : WAYNE LOW
EDITOR : WAYNE LOW
PHOTOGRAPHER : IMAGE ROM
ILLUSTRATOR : EMILY TAN/HOW WEI ZHONG/KASEY CHEW
TYPOGRAPHER : EMILY TAN/KASEY CHEW/HOW WEI ZHONG
ENGLISH CONTEXT EXPLANATION : CAMPBELL’S CANNED SOUPS WERE RARELY BEING CONSUMED AS PEOPLE WERE BEGINNING TO FORGET ABOUT THE BRAND. OUR CLIENT WANTED US TO HELP INCREASE CONSUMPTION TO MORE THAN 4 MILLION A YEAR, BY RECONNECTING WITH THE TARGET MARKET THAT HAD ONCE LOVED CAMPBELL’S. SO WE GAVE PEOPLE MORE REASONS TO CONSUME MORE CAMPBELL’S, WITH CANS OF POSITIVITY. EACH CAN WAS DESIGNED TO SHOW CONSUMERS HOW CAMPBELL’S COULD TURN A NEGATIVE SITUATION AROUND, GIVING THEM EVERY REASON TO KEEP DRINKING CAMPBELL’S THROUGHOUT THE YEAR. SO WE DIDN’T JUST FILL TUMMIES, WE ALSO WARMED HEARTS.