Malnutrition Labels
DOLE Foods
Issue 58 | March 2021
Agency
DAVID Madrid and DAVID Miami
Creative Team
Global Chief Creative Officer: Pancho Cassis Executive Creative Director: Saulo Rocha, André Toledo Creative Director: Fred Bosch Copywriter: Álvaro Palma, Guilherme Pinheiro Art Director: Pedro Sattin
Production Team
Production: Unicorns&Unicorns Director: Erynn Patrick DP: Erynn Patrick Executive Producer, Unicorns & Unicorns: Adrianne McCurrach Technical Director, Unicorns & Unicorns: Sun Komen Line Producer: Tzipi Edery 1st A.D.: Jason Leiman 2nd A.D.: Julianne Salemy 1st A.C.: Bob Lamont Prod Supervisor: Kim Anderson VTR/Stream: Drew Cerria Sound: Charles Cann Locations Manager: Edward Lewis Editorial: Cosmo Street Editorial Editor: Jeff Grippe Color and VFX Artist: Nico Cragnolino Producer: Tina Evanow, Pamela Cohen Production Coordinator: Hayes Nielsen Head of Production: Marie Mangahas EP & Managing Partner: Yvette Cobarrubias Media: Spark Foundry Director, Brand Content & Strategy: Kimmy Fleishman SVP, OOH Practice, West Region Director: Matt Ubriaco Projection Company: National Experiential Projection Production Team: National Experiential Location Scouting Team: National Experiential PR agency: Peppercomm Social Media Agency: High Wide & Handsome Director of Client Services: Magnus Morgan Chief Creative Officer: Mike Wolfsohn Director of Brand Engagement: Sara Dunaj Account Director: Erin Wang
Other Credits
Client: DOLE Foods Client team: Rupen Desai, Hannah Judah, Ranjit Jathanna, Alex Concepcion, Garett Levy Global COO: Sylvia Panico Global CSO: Paula Vampre Managing Director: Ricardo Honegger Account Director: Marion Quesada Account Supervisor: Andrea Blanco Executive Producer: Brenda Morrison, Carlos Torres Producer: Brenda Osorno Global Head of PR: Sandra Azedo Creative Service Coordinator: Larisa Cocchiaro
Date
February 2021
Background
Committed to providing access to sustainable nutrition for 1 billion people and moving towards zero processed sugar in all products by 2025, Dole Packaged Foods, LLC took its efforts to raise awareness to new heights with Malnutrition Labels. An experiential initiative designed to spark conversation and action around these imperative global issues, the activation sheds light on the gaps in nutrition access, affordability, and acceptability. Inspired by the trusted and universally known nutrition label, the Dole initiative is designed to call attention to malnutrition and food insecurity. The campaign kicked off in New York, Los Angeles, and Baltimore with a series of larger-than-life projections meant to call attention city- and nationwide to alarming nutritional issues and further the awareness of the estimated 54 million people facing food insecurity today.
Idea
“At Dole, we don’t accept the unequal world we live in. For a company like ours, where you can literally ‘eat’ our purpose, it is important to champion a world where access to good nutrition is a human right, for all,” said Rupen Desai, global CMO. “We believe that good nutrition should be like sunshine – accessible, available, affordable for everyone, not just a few. Given we cannot do this on our own, Malnutrition labels is our way of raising awareness and calling for systemic change to address nutrition inequality. #sunshineforall.” Each label shines a light on malnutrition, touching on food insecurity, obesity, and the importance of good nutrition at the local, regional, national, and global levels with the goal of driving awareness of systemic food inequity. For example, Malnutrition Fact: 117 million US adults suffer from at least one chronic disease related to improper nutrition and lack of exercise. “Malnutrition is a world health crisis that goes unnoticed by most of us. It’s inspiring to partner with a client that is brave enough to put a spotlight on it,” said Saulo Rocha, executive creative director, DAVID Madrid. “These labels are meant to engage people in this crucial conversation and the systemic change nutrition needs. And boldly enough that you can’t ignore it.” The integrated awareness initiative will be supported by out-of-home, paid digital, content, and social and is just one of many global activations being led by the brand as they bring “The Dole Promise” to life. To learn more, visit sunshineforall.com. The Malnutrition Labels were conceived in partnership with DAVID (Madrid and Miami) and implemented with support from agency partners including Spark Foundry, High Wide & Handsome, National Experiential and Peppercomm. To see the full details of “The Dole Promise,” visit sunshineforall.com.