Cannes Lions

CD Araujo

GRECO DESIGN, Belo Horizonte / DROGARIA ARAUJO / 2017

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

Visiting the place and understanding how their process works we found that 50,000kg of cardboard is recycled monthly. The cardboard comes from the boxes in which the products are delivered from the suppliers to the Centre. What if we were to use this "waste" as our main material? Thus, from the same model of Snickers box (the choice was based on the uniformness of the box), that they use daily in the distribution Centre, we created a modular signage system. Putting one or more boxes together we could have all the signage sizes we need. All we had to do was to make a metallic frame to fit around the cardboard and plot the signage information on vinyl.

Execution

We used as main material Snicker boxes (dimensions 58 X 25 X 19 cm) made of triple micro-float cardboard. We made a system composed of three different sizes of signs using one or more boxes as support. The frames were made of metal and the information plotted on vinyl. We designed a special pictogram family for the project, and used the brand color (dark blue) for the messages. Approximately 250 signs were installed, and 280 cardboard boxes reused. It was our decision, though, to leave the cardboard visible, without trying to hide eventual flaws.

Outcome

We created a signage system 40% cheaper (a client request) and 30% lighter when compared to analogous projects. We are talking about being sensitive to the environment and understanding that we can find reachable solutions hiding in plain sight. In this case, the main material was free. Besides that, the project enhances what Araujo stands for: environmental consciousness. For their internal crew and supplier partners it is a daily and subtle reminder of this. It's important to say that waste is a huge problem in Brazil that people are generally unaware of. The repercussion of the project both internally and externally (local media), brought this issue to light.

Similar Campaigns

7 items

3 Cannes Lions Awards
POO FACE

SAATCHI & SAATCHI, London

POO FACE

2015, PROCTER & GAMBLE

(opens in a new tab)