|Brief||SPC is the last Australian cannery using local produce. Now it’s under threat from overseas imports. To create affection for the cannery, it launched “Preserved Memories”. People were urged to send precious mementos to SPC – childhood toys, a relative’s war medal, a touching letter – which were then “preserved” in SPC cans, photographed for a website, and returned to their owners. Hundreds of airtight time capsules were created. In this way, consumers felt an emotional connection to SPC and its cans.