Effies
Australia
#MyFamilyCan
Agency
Leo Burnett Melbourne
Client
SPC Ardmona
Awards
Bronze
Small Budget
Case Study
Summary
Due to a batch of contaminated imports Australia was experiencing a Hepatitis outbreak, causing nationwide alarm about country of origin food labelling.
While the nation debated, Australia’s largest fruit processor and cannery went to extraordinary lengths to show where their food is from. SPC leveraged the thing at the heart of the issue – the labelling – to create a packaging platform called #MyFamilyCan.
We dedicated SPC’s iconic advertising real estate to Australian farming families, converting 4 million cans into an educational media space in every major Australian supermarket.
These cans went into millions of households and ignited a nationwide labelling conversation.
Case study
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Credits
| Executive Creative Director | Jason Williams | ||||||||
| Senior Art Director | Blair Kimber | ||||||||
| Senior Copywriter | Callum Fitzhardinge | ||||||||
| Digital Art Director | Tim Shelley | ||||||||
| Designer | Matt Portch | ||||||||
| Head of Social | Chris Steele | ||||||||
| Group Account Director | Ari Sztal | ||||||||
| Authors | Emily Gould &/ Ilona Janashvili | ||||||||
| Account Manager | Kenneth Chow | ||||||||
| Production Manager | Kaelene Morton | ||||||||
| Studio Manager | Chris Miles | ||||||||
| Producer | Maria Borowski | ||||||||
| Photography | Christopher Ireland | Pool Collective | |||||||
| Director | Adam Ciancio | Pancho Studios | |||||||
| DOP | Aaron Farrugia | Pancho Studios |