HELLMANN’S - COOLER IN WHITE
COOLER IN WHITE (D&AD NEW BLOOD WINNER ‘18)
THE BRIEF
Reduce food waste in Hellmann’s name.
THE ANSWER
Just 4% of India’s food is transported in refrigerated trucks. The rest travels unrefrigerated and perishes in the sweltering heat, while 190 million people are starving.
An Autotrader study found that painting vehicles white reduces the temperature inside by up to 15%. So, by painting the trucks Hellmann’s white, we’d cool them down AND save truckloads of food.
Not only would more food reach the country’s starving population, we’d also spread Hellmann’s message that they’re on the side of food across the world.
PR
To spread our message further, we’d send super cool trucks around the UK, make ‘Hellmann’s White’ an official paint colour and supply branded whites to cricketers in England and India.