Edelman Deportivo has picked up a highly coveted EPICA Award for their recent Coop Campaign, ‘Old Milk’.
What’s it about?
Food waste is a serious global problem but unfortunately initiatives about sustainability can often end up being preachy and boring.
By developing a perfume with the unmistakable stench of Old Milk and sharing it direct to influencers, as well as with the public via smelly print ads, large scale outdoor and experiential activations, Edelman Deportivo and Swedish grocery chain Coop turned a sustainability effort into an entertaining, earned at the core, PR campaign. Stories of Old Milk were splashed all over social media, ensuring that Coop’s important campaign message couldn’t be missed.
The initiative received massive media coverage and made food waste a hot topic worldwide.