2022 Winners & Shortlists

TASTE OF EUROPE

BrandNEW HOPE FOUNDATION BELGIUM
Product/ServiceTINE SARDINES
EntrantWUNDERMAN THOMPSON Casablanca, MOROCCO
CategoryPackaging Design
Idea Creation WUNDERMAN THOMPSON Casablanca, MOROCCO
Media Placement WUNDERMAN THOMPSON Casablanca, MOROCCO
PR WUNDERMAN THOMPSON Casablanca, MOROCCO
Production WUNDERMAN THOMPSON Casablanca, MOROCCO
Post Production WUNDERMAN THOMPSON Casablanca, MOROCCO

Cultural / Context information for the jury

Since 2014, more than 30,000 migrants have died trying to cross the Mediterranean Sea to reach Europe. These estimates are only from documented deaths, wrecks, and bodies found. There have been many more due to the pandemic. Making the Mediterranean “the biggest cemetery in the world”. Targeting migrants is almost impossible, due to their political status, geographical situation and general mood. So a new and surprising way to communicate with people who are incommunicado had to be created, giving migrants a choice to stay in their home countries rather than them having to take the risk of travelling abroad.

Tell the jury about the typography.

Each element in the design reflected the journey, the migrants’ nationalities and the country they wanted to reach. The typography used for the France canned sardines was a French-style font. It was important that each element in the design seemed familiar so that the migrants could recognise it. Every country has its own ‘type’ – so that was part of the thinking. Just like type, we also used tourist landmarks and symbols from the countries to relate to the migrant.

Credits

Name Company Role
Chafic Haddad Wunderman Thompson Chief Creative Officer
Hazem Kaddour Wunderman Thompson Casablanca Managing Director /Strategy
Mohamed Oudaha Wunderman Thompson Casablanca Creative Director
Nabil Sarih Wunderman Thompson Casablanca Art Director
Said Bouchmar Toxicstudio Illustrator
Samir Abouzakaria Wunderman Thompason Casablanca Art Director
Franco Farzad Francopy English copywriter
Munir Abbar MA-FILMS MOROCCO Director
Hamza Chrouji Wunderman Thompson Casablanca Editor
Ayoub Boukdir Wunderman Thompson Casablanca Arabic Copywriter
Walid Bendra Wunderman Thompson Casablanca Photographer
Achraf Falah Wunderman Thompson Casablanca Desktop Publisher
Fathallah Chao Wunderman Thompson Casablanca Graphic Designer
Bader Benfanich Benfanich Prod Graphic Designer
Khalid Benfanich Benfanich Prod Editor
Rajâa Jabbour New Hope Foundation Belgium President
Rachid El Fassi New Hope Foundation Belgium Brand Director & Communication Director
Houssam Fetoui Wunderman Thompson Casablanca Project Manager
Sophia Tazi Wunderman Thompson Casablanca Account Manager
Hind Seffar Wunderman Thompson Casablanca Account Director
Dana Alkutoubi Wunderman Thompson Riyadh Strategy
Youssef Elhazari Wunderman Thompson Casablanca Junior Planner
Rayan Kaddour Wunderman Thompson Junior Graphic Designer