Role: Digital Design, Social Creative
Year: 2015
Agency: Leo Burnett
Awards: 2016 AME Regional Platinum Award/Asia-Pacific, Integrated Grand Prix Spikes Asia Festival of Creativity

Due to cheap, contaminated imports, Australia was in the midst of a hepatitis outbreak. This caused nationwide alarm about country of origin food labelling – which presented an opportunity for SPC to show customers that their produce is grown in Australia.

To do so, we converted 4 million SPC labels by putting SPC’s farming families on the packaging instead. This enabled shoppers to emotionally connect with the farmers and see where their food was coming from. The cans were supported by social content and a web film.