With Cannes Lions 2015 looming, Grey Latin America has submitted a series of campaigns for judges’ consideration including this clever one from its Buenos Aires office.
Figures state that Argentina’s average daily salt intake–12 grams a day–is more than double that of the World Health Organization’s recommendations and that 30% of its residents suffer from high blood pressure. So Grey Argentina teamed up with hometown scientific institution Fundación Favaloro to create “The Salt You Can See” (#LaSalQueSeVe).
As the case study above notes, the two parties collaborated in creating and distributing bottled colored salt during World Salt Awareness Week in March to make Argentinians aware of how much they’re actually consuming and, in turn, promote better cardiovascular health. Regarding the campaign, which eventually drew attention and support from the likes of soccer superstar Lionel Messi and the largest Argentine salt company, Fundación Favaloro institutional communications manager Alejandra Marino says:
“…We work on different initiatives aimed at contributing to a better quality of life in the community, as were the wishes of Dr. René G. Favaloro. As a health institution, working on the adoption of healthy habits is a challenge. Creative proposals like THE SALT YOU CAN SEE from Grey advertising, which is part of their Corporate Social Responsibility program, enables us to get our message across more effectively.”
Since its launch, the campaign has garnered over 16 million impressions and over 100 celebrities posing with the saltshakers on Instagram using the hashtag #salfie.
Agency: Grey Argentina
Executive Creative Director: Diego Medvedocky
Creative Director: Sebastian “El Chino” Graccioli, Diego Gueler Montero
Art Director: Florencia Loda
Copywriter: Facundo Martinelli
VP, Client Service: Florencia Pereyra
Account Director: Cecilia de la Fuente
Account Executive: Estefania Prieto
Digital Manager: Ayelen Privato
Agency Producer: Patricio Browne, Guido Urrutia, Sergio Bonavia
Production Company: Oruga Cine
Director: Martin Levi
Executive Producer: Ioni Borisonik
Advertiser’s Supervisor: Alejandra Marino