Sophie Bodoh
Creative Director at Wieden+Kennedy
London, United Kingdom
TitleShow Off Your Label
Agency
Campaign Show Off Your Label !
Advertiser Fairtrade Foundation
Brand Fairtrade Foundation
Date of First Broadcast/Publication 2011 / 2
Business Sector Charities, Foundations, Volunteers
Tagline Show off your label !
Story Wieden + Kennedy London's campaign to support the initiative includes this film on the Foundation's website and a 'Show Off Your Label' game, which can be entered through its Facebook page. The game is made up of 14 daily challenges, some of them endorsed by celebrity participants. Each involves the public submitting photographs of themselves showing off their Fairtrade labels as imaginatively as possible and for each, there is a back story as to why they should. For example, the first is Banana Smile, where participants can submit a photograph of themselves flashing a banana smile in order to win a holiday to the Dominican Republic (chosen because Fairtrade bananas have enabled the Asobanu co-operative in the Dominican Republic to build their community a sports centre.)
Media Type Television & Cinema
Creative Director
Creative Director
Creative Director
Creative Director
Producer
Director
Director of Photography (DOP)

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