Shelf Life: Get Labelwise and change the world
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- North Ltd introduces Labelwise
- Liquorice helps Unilever give back
- Airbnb expands into Trips
Change your brand, change the world
To educate ordinary South Africans about the positive impact of purchasing sustainable products, four eco and social labels approached ideas company, North Ltd, to create a new brand for the collaboration and to come up with a quirky campaign that would cut through the clutter of messages aimed at consumers.
North Ltd, which applies design thinking across physical, digital and spatial applications to create ad campaigns, activations and environmental designs, devised the name “Labelwise” with the tagline “a little does a lot” for Fairtrade South Africa, the Forest Stewardship Council (FSC), the Marine Stewardship Council (MSC) and Fair Trade Tourism.
The goal is to bring about greater awareness of the different sustainability labels that exist and encourage consumers to make better choices.
Says Mike Bond, creative director and designer at North Ltd, “Every day, people are bombarded with messages about how they can help effect change. Our aim was to show how little effort it takes to make a big difference. We are proud to be a part of making South Africans more label-savvy and, in turn, saving the planet and empowering its people.”
A series of short, humorous ads were shot showing young SA shoppers choosing eco and socially responsible brands, resulting in outcomes ranging from saving an entire farming community from being exploited by a major conglomerate, merely by buying a cup of Fairtrade-certified coffee, to preventing a team of illegal loggers from tearing down a tropical forest in the Congo with a pack of FSC-certified loo roll.
The ads have now been launched on a variety of online platforms and a TV campaign is expected to follow. Posters should soon be spotted on outdoor media in Cape Town and Johannesburg.
uGive on Facebook
‘Tis the season for giving, as another campaign aimed at creating a better society is launched this month — this time from FMCG company, Unilever — to drive charity donations.
Unilever and digital agency, Liquorice DigitasLBi, have introduced uGive, an initiative that rewards consumers for engaging with its brands on Facebook by automatically donating to charities of their choice.
uGive allows Facebookers to convert their clicks, comments and shares into donations aligned with four of the UN Global Goals; quality education, good health and well-being, clean water and sanitation, and zero hunger.
Says Enver Groenewald, Unilever’s media director for Africa, “Through uGive, Liquorice has helped us tap into our existing extensive digital brand communities and help them and us make a difference and give back to society.”
Turn your Facebook feed into a force for good at www.uGive.co.za.
Airbnb has moved beyond accommodation with the launch of Trips, designed to make travel both easy and interesting by focusing upon three key areas — experiences, places and homes — with flights and services to be added in the future.
Says Brian Chesky, Airbnb CEO, “Having already transformed where people stay when they travel through people-powered hospitality, Airbnb is taking this same people-focused approach to the rest of the trip and, in doing so, providing a way for people to make money from their passions and interests.”
Around 500 experiences in 12 cities worldwide, Cape Town being one of them, are intended to offer unprecedented access into communities and places that you wouldn’t otherwise come across, such as truffle hunting in Tuscany or the grime music scene in London.
Trips is meant to bring places to life through the people that live there, reflecting the recommendations of hundreds of thousands of Airbnb hosts, neighbourhood insiders and local influencers, and will provide an alternative to aggregated tourist lists that funnel people to the same places.
Trip Itinerary is a new feature that brings together everything the traveller needs to know into one simple timeline, with the ability to easily book and add experiences or things to do.
Airbnb’s vision is to ultimately cater for every aspect of a trip.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.