Signed By Bees [image] Demner, Merlicek & Bergmann для Darbo

Signed By Bees [image]

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Отрасль Джем и мед
Медиа Дизайн и брэндинг
Рынок Австрия
Агенство Demner, Merlicek & Bergmann
Executive Creative Director Dushan Drakalski
Creative Director Alistair Thompson, Marco Antonio Do Nascimento
Art Director Christo Penev, Stefanie Golla
Copywriter Benjamin Bergmann
Junior Copywriter Philipp Siegwardt
Продакшен агенство VIE Film
Выпущено июня 2017

Награды

Cannes Lions 2017
Design Packaging Design: Special Editions & Promotional Packaging Silver Lion

Кредитсы и описание

Title: Signed By Bees
Agency: Demner, Merlicek & Bergmann
Brand: A. Darbo Ag
Country: Austria
Entrant Company: Demner, Merlicek & Bergmann, Vienna
Advertising Agency: Demner, Merlicek & Bergmann, Vienna
Production Company: Demner, Merlicek & Bergmann, Vienna
Executive Creative Director: Dushan Drakalski (Demner, Merlicek & Bergmann)
Creative Director: Alistair Thompson (Demner, Merlicek & Bergmann)
Art Director: Stefanie Golla (Demner, Merlicek & Bergmann)
Junior Copywriter: Philipp Siegwardt (Demner, Merlicek & Bergmann)
Art Director: Christo Penev (Demner, Merlicek & Bergmann)
Copywriter: Benjamin Bergmann (Demner, Merlicek & Bergmann)
Account Director: Helmut Schliefsteiner (Demner, Merlicek & Bergmann)
Account Manager: Martha Stockbauer (Demner, Merlicek & Bergmann)
Post Production: Fabian Eder (Demner, Merlicek & Bergmann)
Post Production: Lukas Wiskocil (Demner, Merlicek & Bergmann)
Director Of Production: Doron Nadav (X)
Director Of Production: Konrad Milan (X)
Producer: Hermann Seiser (Jar Production)
Producer: Simone Kicker (Jar Production)
Production: Lena Sallmaier (Demner, Merlicek & Bergmann)
Production: Daniela Sobitschka (Demner, Merlicek & Bergmann)
Creative Director: Marco Antonio Do Nascimento (Demner, Merlicek & Bergmann)
Bees: Bees (Darbo)
Director: Marcello Demner (Demner, Merlicek & Bergmann)
Outcome:
Darbo was able to strengthen its brand positioning as well as solidify its market leader position in honey. Sales of special Beekeeper Honey not only increased, but this simple idea was able to unify country-wide beekeepers under one organic label. Many of these limited-edition jars will live as design pieces in homes and hotels across the country for a long time to come.
Campaign Description:
To create the first ever bio-labels signed and designed by bees. Each bee-branded label should reflect the uniqueness of the beehive that created the honey itself.
Synopsis:
Every beehive creates its own special honey. The taste, color and purity of the honey is always a reflection of the environment where it is made. However, industrialized honey is often adulterated by mixing different kinds of honey together. Industrialized honey is threatening the livelihood of specialized local beekeepers that put a lot of time and effort into creating pure, organic honey that keeps all its natural goods. Darbo wanted to showcase the quality of its Beekeeper Honey, which uses only the best, locally-sourced honey from Austria.
Strategy:
Darbo’s positioning (all-natural inside) was elevated to a new level. For the first time it was carried to the outside of the product (label/packaging). The target group and customers for this product were not only honey-lovers across the country (souvenirs, gifts and design pieces for their homes) but also the tourism industry. The jars became fixed ’installations’ in Austrian hotels, known for their exquisite and lavish breakfast buffets.
Execution:
Special porcelain jars were created, with an exposed label and space for the bees to work their magic. The jars were then placed directly into the beehives by the beekeepers. From here on out, the bees took over. Each individual beehive made its own bio-label on the honey jar. Over a period of several days, a few dozen specialty products were created.