来自波兰广告公司Ars Thanea对gooood的分享。更多请至：Ars Thanea on gooood
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“这里面都有啥”-是他们为杜邦营养与健康平台而创作的广告。该平台主要目的是提高人们对食品安全与质量的意识，并提供实惠健康的食品解决方案，同时为世界上各跨国公司以及国家与地区的食品制造商，零售商合作，以满足当前和未来几代人食品营养和卫生需求，以及不断变化的消费者口味。

地球的人口以每天15万人的速度激增，想想吧，明天一到，就又多了15万人。根据联合国统计，2050年世界人口将超过90亿。到时候需要那么多的食品来养活如此多的人，但当今的挑战在于不光要提供如此多的食物，而且还要提供更健康，营养，以及人们负担得起的食物。

“这里面都有啥”通过幽默的表达方式引起人们对食品背后成分的好奇，了解，与思考。毕竟食物的成分不仅仅是物理成分，还含有为了让口感更好，保质期更长的化学成分。广告，不仅仅是教育，更是取悦你的眼睛，实实在在吸引你。

一个成功的广告。

Campaign Image Production

Make every bite matter more – DuPont Nutrition & Health, Ogilvy & Mather New York partnered up with Ars Thanea to bring their ideas for heightening food quality awareness.

There are 150,000 more people in the world today than yesterday. Another 150,000 will arrive tomorrow, and the day after. The United Nations projects that the world population could reach more than 9 billion by 2050. Unquestionably, we have to feed everyone, but even that is not enough. The food challenge of today demands that we provide not just more food but healthier, more nutritious food.

HEALTHY AND AFFORDABLE FOOD

DuPont Nutrition & Health provides solutions that improve the quality and safety of food, while making it more affordable and healthier. DuPont partners with large multinationals, as well as national and regional food manufacturers and retailers to meet the health and nutrition needs and changing consumer tastes of current and future generations.

IT’S WHAT’S INSIDE

Ogilvy & Mather New York partnered with Ars Thanea for the launch of the global positioning and the creative platform “It’s What’s Inside”. This creative platform for DuPont Nutrition & Health, highlights the tangible and intangible “ingredients” that go inside the foods, drinks and supplements.
It’s not just the physical ingredients that make food taste better and last longer, it’s the science, solver mindset, insights and knowledge that delivers value to DuPont customers, and consequently for everyday consumers. This creative platform expresses each one of these ingredients and serves as an invitation to look inside a partnership with DuPont. This creative platform was created to answer the question about what is inside your food in a visually appealing manner, thanks to Ars Thanea photographers, CG artists and art-directors.

The campaign visuals were created, not just to educate, but also to please your eyes.

DuPont Nutrition & Health: creative platform to launch new positioning

Agency: Ogilvy & Mather New York
Global Creative Director: David McMillan
Associate Creative Director: Melissa Evans
Group Account Director: Rasika Narang
Account Supervisor: Dory Giannos
Content Producer: Jessica Fiore

Client: DuPont Nutrition & Health
Global Communications Leader: Ruth Farrell
Brand & Internal Communications: Sarah-Jane Jumppanen
Communications Manager: Barbara Robleto

Production Studio: Ars Thanea
Production Studio: Ars Thanea
Executive Creative Director: Peter Jaworowski
Producer: Aleksander Kmiecik
Art Director: Karol Klonowski
Photographer: Szymon Świętochowski
Photo Production: Bartosz Cerkaski
Lead 3D Artist: Anna Mierzejewska
Modeling: Łukasz Skurczyński, Jakub Włodarczyk, Anna Mierzejewska
Texturing: Jakub Włodarczyk, Łukasz Wiktorzak, Marcin Kowalski, Anna Mierzejewska
Shading: Anna Mierzejewska, Paweł Szklarski, Piotr Nowacki, Jakub Włodarczyk
Retouch: Piotr Frączkowski, Karol Klonowski, Marcin Kowalski, Łukasz Wiktorzak
Business Unit Director: Marcin Molski
Agent: Bernstein & Andrulli Matthew LeBaron

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