#MyFamilyCan
Award: Wood Pencil
Wood Pencil / Media / Use of Retail Media / 2016
We redesigned the labels on SPC’s family of brands to create a new series of cans called #MyFamilyCan. Featuring the Australian farmers who grow the product inside, this idea allowed us to respond to a nation-wide conversation and to steer it in the right direction.
Along with heartfelt film content and substantial PR, #MyFamilyCan forged an emotional connection between farmers and consumers with highly tactical Social Media. SPC reskinned its social media to give the farmers a voice and continued building stories around the families on each can.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.