The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Print & Promotional for Good
Annual ID
OS24_PT070M
About the Work
According to the Food and Agriculture Organization (FAO) and the National Department of Planning, only in Colombia 6.1 million tons of food are wasted each year, and 40% of those are fruits and vegetables. As an answer to this problem, Makro Supermarkets under their sustainability pilar, set an objective to not only help at their stores, but to educate consumers on preventing food waste in a cheap and easy way in 22 of its shops.
We used a media that has existed for decades in the fruit and vegetable industry: The Fruit Sticker. We gave it a real purpose: To prevent food waste by extending their life cycles suggesting recipes based on the fruit's ripeness and color, especially in their most ripe stages cause that’s when people avoid their consumption for cosmetic reasons.
That’s why we created the Life Extending Stickers. Printed in its traditional size of 2.7 mm, printed in biodegradable material, ecological ink, with no need of technology only the help of colors, we showed Colombians an easy way for them to use their fruits and vegetables from begining to end. Makro gave Colombians an anti-waste tool that also helps them save money because preventing food waste helps save cash.
We created 5 stickers for fruits and vegetables that according to data from the (DNP) national Department of Planning are the fruits and vegetables most wasted: Tomato - Banana - Avocado - Mango and Papaya. The stickers were stuck, and the supermarket exhibition was modified according to their colors or ripeness level and a strategy of pricing associated with their ripeness: More ripe, it’s cheaper.
Using the brand's own media and social media, we invited clients to visit shops to live a new experience of saving money and sustainability. At the shops, clients were guided to visit the fruit and vegetable section where they were received by promoters that explained how the sticker worked and what recipes they could prepare by visiting the brand's Instagram account. The clients enjoyed tastings of the recipes to demonstrate their freshness even if the fruits and vegetables are in their ripest stage.
We used a media that has existed for decades in the fruit and vegetable industry: The Fruit Sticker. We gave it a real purpose: To prevent food waste by extending their life cycles suggesting recipes based on the fruit's ripeness and color, especially in their most ripe stages cause that’s when people avoid their consumption for cosmetic reasons.
That’s why we created the Life Extending Stickers. Printed in its traditional size of 2.7 mm, printed in biodegradable material, ecological ink, with no need of technology only the help of colors, we showed Colombians an easy way for them to use their fruits and vegetables from begining to end. Makro gave Colombians an anti-waste tool that also helps them save money because preventing food waste helps save cash.
We created 5 stickers for fruits and vegetables that according to data from the (DNP) national Department of Planning are the fruits and vegetables most wasted: Tomato - Banana - Avocado - Mango and Papaya. The stickers were stuck, and the supermarket exhibition was modified according to their colors or ripeness level and a strategy of pricing associated with their ripeness: More ripe, it’s cheaper.
Using the brand's own media and social media, we invited clients to visit shops to live a new experience of saving money and sustainability. At the shops, clients were guided to visit the fruit and vegetable section where they were received by promoters that explained how the sticker worked and what recipes they could prepare by visiting the brand's Instagram account. The clients enjoyed tastings of the recipes to demonstrate their freshness even if the fruits and vegetables are in their ripest stage.
2024 Awards
Total Points: 3
Merit
Credits
Agency
VML Colombia / Bogotá
Grey Colombia / Bogota
PR / Marketing Agency
Talkability / Buenos Aires
Art Director
Vanessa Sánchez
Chief Creative Officer
Diego Medvedocky
Juan José Posada
Chief Marketing Officer
Eric Pell
Juan Yepes
Copywriter
Juliana Daza
Creative Director
Andrés Nuñez
Designer
Han Lin
William Hernández
Executive Creative Director
Juan Cárdenas
Sebastian Benitez
Global Chief Creative Officer
Javier Campopiano
Motion Designer
Julián Ceballos
Music Supervisor
Camilo Lucena
Photographer
Germán Rojas
Producer
Andrea García
Juan Lerner
Account Director
Diana Espitia
Case Film Director
Jorge Vélez (El Mono)
CEO
Jorge Serrano
Chief Reputation Officer
Florencia Kessler
Head of Global Creative Excellence
Maru Sokolowski
Related Awards
