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Bittersweet Pies

基本信息
行业: 食品
媒体:网络
投放:罗马尼亚
风格: Minimalism
说明cnen
Outcome
Media:36.460.100 media impressionsover 95.000 social media sharescoverage in most local publicationsBrand Results45% raise in positive brand perceptiom16% raise in sales during the campaignPR:Intl Publications:New York MagazineFast CompanyCosmopolitanGlamour ElleFastcocreateResumeBlue BuscoloribusFoundraising.ukRevelist.comDaily LifeTerrafemina.
Campaign Description
We took these statistics and turned the pie charts into actual pies then sold them in Paul bakeries across the country. More than just be the talk of media and social media, 5% of revenue from all ‘Bittersweet pies’ sold would be donated to FILIA center, which will use the donation to finance a project aimed to reduce the gender gap in rural areas and help fight inequality.
Relevancy
Bittersweet Pies is a new product line made out of actual PAUL pies designed as pie charts that reveal the gender gap issues Romania is facing. The new product line is sold directly to our clients in all PAUL bakeries across Romania and engaged our consumers not only to buy the products but to spark a conversation on the matter of gender inequality.Even though Romanians, and mostly the women, believe there is a general balance between men and women in the work field, the annual Gender Gap Report that shows exactly the opposite.
Strategy
Even though in Romania women believe there is a general balance between men and women due to the equal participation to the work force, the World Economic Forum released its annual Gender Gap Report that shows exactly the opposite. Out of 145 countries included in the report, Romania falls on 114 in matters of political representation and scores low also in education, health and finance.
Synopsis
Even though in Romania women believe there is a general balance between men and women due to the equal participation to the work force, the World Economic Forum released its annual Gender Gap Report that shows exactly the opposite. Out of 145 countries included in the report, Romania falls on 114 in matters of political representation and scores low also in education, health and finance.
Execution
"Bittersweet pies", is a new cakes product line, sold in all "Paul" bakeries across the country, that highlights the gender inequality in Romania's society by turning cakes into pie charts! The cakes’ line includes:- the "salary gap" cake- the "misrepresentation cake" (in politics)- the "extremely rich cake"- the "startup exclusion cake"- the "glass ceiling double cake" All the cakes are 100% edible (including the statistics!), and are based on Paul's original and popular cake recipes (Fleur de Lys, Tartelette citron, Tartelette au chocolat). 5% of revenue from all "bittersweet pies" sold would be donated to "FILIA foundation", which will use the donation for a project aimed to reduce gender gap by training rural women and prepare them for the modern professions. This makes the project to be the 1st ever "social desserts" line in the world.
制作信息
品牌:
广告公司:
首席创意官:
文案:
美术指导:
客户经理:
其他职位:AV PRODUCER: ALEX POPA
DEPUTY CEO: IONELA BUTA
DIGITAL PLANER; MARIUS FUNIE
CEE Regional Strategy Director: VICTOR CROITORU
Global Executive Creative Director: ADRIAN BOTAN
AV MANAGER; TIBERIU MUNTEANU
PR Manager; CARMEN BISTRIAN
Client Service Director: GINA ZGUBEA
AV MANAGER: PLATON ALEXANDRU
奖项
戛纳国际创意节 2016
铜奖 推广活动
Low Budget Campaign
戛纳国际创意节 2016
入围 媒介应用
Use of Ambient Media: Small Scale
戛纳国际创意节 2016
入围 推广活动
Use of Customer in-Store Experience
戛纳国际创意节 2015
入围 公关活动
Retail, e-Commerce, Restaurants & Fast Food Chains
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