The Plant Identity Crisis campaign, part of the “A Healthier Europe” project, received eight awards at festival
A marketing campaign co-funded by the European Union to encourage people to eat more broccoli, artichokes and berries has scooped eight awards at the Smile Festival (International Festival of Advertising and Humour) the annual European advertising and creativity awards gala held in Madrid.
The “Plant Identity Crisis” campaign, which is part of the “A Healthier Europe” initiative, was created by the Tactics Europe agency and is backed by the organisations +Brócoli, Artichokes from Spain and AOPn Fraises Framboises from France, and co-financed by the EU.
It uses humour and a light-hearted touch to address the misconceptions that many consumers have around these products, showing them being taken to a consultation with a psychoanalyst, so that they can live up to their full potential.
Broccoli, for example, is told to claim its leading role in healthy eating, and that it can be a main dish rather than just an accompaniment. The rumour that paints artichokes as difficult to peel and little more than a chic topping for pizzas is dispelled. And European strawberries, with their multiple personalities (or varieties) and large doses of vitamin C, are considered a true Swiss army knife for maintaining a balanced diet.
The campaign won the awards for Better Effectiveness in Advertising Campaign; Best Execution in International Campaign; Best Execution in Integrated Campaign; Best Execution in Graphic Piece; Best Humour in Campaign on Social Networks; Best Originality in Spot Web; Best Creativity in Spot TV; Best Strategy in Spot Cinema Advertising; Special Award for Advertiser of the Year; and the Special Award for the Agency with Best Execution.
The awards were selected by a jury advertising professionals made up of Ricardo Pérez (honorary president), Aroa Guillén (president of the jury), Quique Armas and Juan Diego Pulido.
