Dole's 'malnutrition labels' shine a spotlight on food poverty in America
Campaign via David is running as outdoor projections in New York, Los Angeles, and Baltimore
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A new outdoor campaign by Dole Packaged Foods is highlighting food poverty in America with giant projections on buildings in New York, Los Angeles and Baltimore.
The projections are in the style of nutritional labels, but instead, these are "malnutrition labels," each listing facts that highlight different issues related to food: obesity, food insecurity and malnutrition. For example, one reads: "Malnutrition Fact: 117 million US adults suffer from at least one chronic disease related to improper nutrition and lack of exercise."
The campaign, created via David's Miami and Madrid offices, will be supported by digital and social content showing people's reactions to the projections.
“Malnutrition is a world health crisis that goes unnoticed by most of us. It’s inspiring to partner with a client that is brave enough to put a spotlight on it,” said Saulo Rocha, executive creative director, David Madrid, in a statement. “These labels are meant to engage people in this crucial conversation and the systemic change nutrition needs. And boldly enough that you can’t ignore it.”
Credits
- Date
- Feb 11, 2021
- Client :
- Dole Packaged Foods
- Agency :
- David-Madrid
- Global CCO :
- Pancho Cassis
- Global CCO :
- Sylvia Panico
- Global CSO :
- Paula Vampre
- Executive Creative Director :
- Saulo Rocha
- Executive Creative Director :
- André Toledo
- Creative Director :
- Fred Bosch
- Copywriter :
- Álvaro Palma
- Copywriter :
- Guilherme Pinheiro
- Art Director :
- Pedro Sattin
- Managing Director :
- Ricardo Honegger
- Account Director :
- Marion Quesada
- Account Supervisor :
- Andrea Blanco
- Executive Producer :
- Brenda Morrison
- Executive Producer :
- Carlos Torres
- Producer :
- Brenda Osorno
- Global Head of PR :
- Sandra Azedo
- Creative Service Coordinator :
- Larisa Cocchiaro
- Client Team :
- Rupen Desai
- Client Team :
- Hannah Judah
- Client Team :
- Ranjit Jathanna
- Client Team :
- Alex Concepcion
- Client Team :
- Garett Levy
- Production :
- Unicorns&Unicorns
- Director :
- Erynn Patrick
- DP :
- Erynn Patrick
- Executive Producer :
- Adrianne McCurrach
- Technical Director :
- Sun Komen
- Line Producer :
- Tzipi Edery
- 1st A.D. :
- Jason Leiman
- 2nd A.D. :
- Julianne Salemy
- 1st A.C. :
- Bob Lamont
- Prod Supervisor :
- Kim Anderson
- VTR/Stream :
- Drew Cerria
- Sound :
- Charles Cann
- Locations Manager :
- Edward Lewis
- Editorial :
- Cosmo Street Editorial
- Editor :
- Jeff Grippe
- Color and VFX Artist :
- Nico Cragnolino
- Producer :
- Tina Evanow
- Producer :
- Pamela Cohen
- Production Coordinator :
- Hayes Nielsen
- Head of Production :
- Marie Mangahas
- EP & Managing Partner :
- Yvette Cobarrubias
- Media :
- Spark Foundry
- Director Brand Content & Strategy :
- Kimmy Fleishman
- SVP OOH Practice West Region Director :
- Matt Ubriaco
- Projection Company :
- National Experiential
- PR Agency :
- Peppercomm
- Social Media Agency :
- High Wide & Handsome
- Director of Client Services :
- Magnus Morgan
- Chief Creative Officer :
- Mike Wolfsohn
- Director of Brand Engagement :
- Sara Dunaj
- Account Director :
- Erin Wang
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