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Malnutrition Labels: Nutritional Ink
Agency St Luke's / London + Team Dole Sunshine Company / Rotterdam + Bompas & Parr / London + Tag Collective Arts / London
Category
Innovation & Transformation / Innovation in Out of Home
Annual ID
OS23_OH096M
About the Work
“Nutritional Ink” was the third iteration of Dole’s “Malnutrition Labels” campaign – a creative platform that rewrites classic nutritional labels into devastating facts about nutrition. Our research found that, despite being one of the most developed countries in the world, the UK consumes more junk food than any other European country, meaning that over 3 million citizens are at risk of malnutrition. In a bid to raise awareness of the above issues, we wanted to disrupt UK consumers during moments they’re making unhealthy food choices, and demonstrate how nutritionally powerful fruit can be in comparison.
Rationally, people know eating fruit and vegetables is more nutritious than eating junk food - but it’s a fact easily forgotten at a moment of weakness. So, we crafted and printed posters using real fruit waste ink, and placed them side by side with some of the UK’s most nutritionally unhealthy snacks. The production of the fruit ink was a complex innovation, brought to life by the leading experts in multi-sensory design, Bompas & Parr (and ratified by an independent nutritional expert). We tested a range of fruit and vegetable waste, to see which combinations maximised nutritional value. We then partnered with one of the leading fine art screen printers, spending months trialling multiple fruit ink combinations and ink pulls using sustainable carrier substrate, ensuring both nutritional content and vivid colours.
Given the contextual placement of our posters (on either 6 sheets, 4 sheets, or adbikes), we could directly juxtapose their nutritional information with various unhealthy food choices (chocolate bars, fries, sweets and chicken nuggets), allowing us to disrupt consumers in a key moment of consumption. Through the additional power of copy, we showed that our posters have more nutritional value than the various snacks found at fast-food joints, snack-laden corner shops, food trailers, vending machines, and garage stores. Each poster was signed off with ‘Favour more Fruit’ and ‘#ChangeTheFacts’, encouraging people to visit Dole’s website to learn more.
Some of the foodstuffs referenced in the posters may be unfamiliar to those outside of Britain. To clarify: “Chocolate digestives” are sweet biscuits, and “sweets” is British terminology for candy.
2023 Awards
Total Points: 3
Merit
Credits
Agency
St Luke's / London
PR / Marketing Agency
The Shed 28 / Singapore
Client / Brand
Team Dole Sunshine Company / Rotterdam
Production Company
Bompas & Parr / London
Tag Collective Arts / London
Art Director
Ella Monti
Jordan Morris
Copywriter
Danny Jones
Robin Gordon
Designer
Pete Mould
Vanisha Mistry
Director
Cassidy Burcher
Director of Photography
Ahmet Husseyin
Editor
Cassidy Burcher
Josh Gemmell
Executive Creative Director
Richard Denney
Producer
Greg Mills
Jenny Busby
Sound Designer
Nick Olsouzidis
Associate Director
Nicole Truong
Senior Account Director
Barnaby Kelly
account director
Lucy Yeates
Rob Evans
Account Manager
Sam Everett
Business Director
Will Bright
Colour Grade
Mark Horrobin
Creative Producer
Anna-Marie Mennecier
Director, Strategy
Ariel Brito
Head of Art and Design
Pete Mould
Managing director
Ed Palmer
Out-of-Home Executive
Arianna Apicella
Out-of-Home Manager
Piergiorgio Toma
Post Production Producer
Neuma Llusiá dos Santos
Senior Planner
Tara Ellis
VFX
Pete Hughes
Vice-President, Strategy
Jef Eckart
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