The Gene Project
Award: Wood Pencil
Wood Pencil / Direct / Direct Mail / 2018
Why do Brits either love or hate Marmite? After 8,760 hours of analysis, the Marmite Gene Project revealed – rather controversially – that it's genetic. A subsequent Gene Test Kit allowed the public to test themselves, while a cross-platform campaign promoted the research findings. Sales rose by 14% in its most polarising and successful campaign.
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.