Brand | BOECKER |
Product/Service | FOOD HYGIENE |
Entrant | JWT Riyadh, SAUDI ARABIA |
Category | Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards |
Entrant Company: | JWT Riyadh, SAUDI ARABIA |
Design/Advertising Agency: | JWT Riyadh, SAUDI ARABIA |
Brief Explanation
Our challenge was twofold: with limited budget and a brief for an information leaflet didn’t leave us much room to stand out- tourists are overloaded with maps and leaflets with all kinds of information. Our second challenge, was the content: how could we make food safety an interesting topic for tourists to read about? Our key objectives were to ensure that tourists would look for Boecker certified restaurants after understanding the benefits of Boecker’s certification: If tourists asked and demanded the certification, then restaurants would get certified.
The Brief
The tourist industry in Lebanon is a multi-million dollar industry, and Lebanon’s restaurants rely heavily on tourists during the summer months. To promote awareness of its new Food Safety certification, Boecker decided to target and educate the tourists to Lebanon in order to pressure restaurants to get Boecker’s new certifications. With limited budget, the brief was to raise awareness of Boecker’s food safety certification and its benefits through a leaflet
How the final design was conceived
With tourists as our target audience, we decided to go with a universal visual language that stands out with its simplicity for navigation and vivid colors. At first, the folded map gives the impression of a food guide, but soon reveals that it’s a food safety guideline upon unfolding. Our map not only raises awareness on food safety in an engaging manner but also offers functional information that any tourist might be interested in. The map was stylized using curves and rounded edges to soften the usual authoritative tone into a friendlier and more advisory one.
Indication of how successful the outcome was in the market
The number of calls from restaurants to Boecker, asking about QPA Food safety Certification increased by 10%
Credits
Ramsey Naja |
JWT |
Chief Creative Officer |
Chafic Haddad |
JWT |
Executive Creative Director |
Rayyan Aoun |
JWT |
Creative Director |
Amin Dada |
JWT |
Senior Graphic Designer |
Pete Taylor |
JWT |
Head Of English Copywriting |
Dana Al Kutoubi |
JWT |
Planner |