2016 Winners & Shortlists

Brief Explanation

American Garden created special packaging to raise awareness about the impact our lifestyles are having on the planet. We took the expiration dates of different American Garden products and showed people what would happen to endangered animals by those same dates. Our special products grabbed attention on shelves and sent a direct message to the people by giving a voice to hundreds of animals at risk of extinction. On each product, a link to the American Garden website invited people to learn more about the hundreds of endangered animals that we profiled by conservation status – from vulnerable to critically endangered. From there, we gave customers the chance to take action and support the cause.

Creative Execution

Huge American Garden distribution channels gave our message great exposure. Our special products have been sold in American Garden outlets and supermarkets throughout the region. More products will arrive in different supermarkets, starting from Dubai and reaching the entire UAE. The wide range of American Garden products allowed us to test and print our artworks on multiple packaging – from cans of tomatoes, sweet corn and baked beans, to mayonnaise, ketchup, peanut butter and pop-corn. Each product created awareness, leading customers to the American Garden website to learn more about hundreds of endangered animals and support the cause.

Results

Thousands of special products have now reached almost every UAE supermarket and shop. Each shelf is therefore giving a voice to endangered animals, and every product sold is leading people to the American Garden website, where they can learn more about the situation and support the cause. Other brands and environmental associations have recently approached us to join our movement, demonstrating that “The World Expiration Date” started with American Garden but can go much further. We strengthened American Garden equity manifest “Let’s Savor Life” and built affinity with both existing and new clients.