Maarten Vrouwes
执行创意总监 at Publicis Group
Amsterdam, 荷兰
标题The Helping Plate
广告公司
广告战役 The Helping Plate
广告主 Hak
品牌 HAK
首次发布日期 2021 / 1
行业领域 食品
哲学 Tasting with our eyes Dr Betina Piqueras Fiszman, researcher at Wageningen University & Research (WUR), who contributed to gathering a variety of scientific insights: ‘We “taste” with our eyes even before we’ve taken our first bite. How we present our food has a large influence on how we perceive the meal, and on how much we end up consuming of it.’ Intelligent design The Helping Plate does not look like a typical children’s plate, which is exactly as intended. Children mirror their parents, and it is easier to copy their behaviour if the child eats from a similar plate. The rest of the design also makes use of characteristics that – subconsciously – guide the child to eat more vegetables. For example, the larger size and an indentation give the same amount of veggies a smaller ‘footprint’. And the colour shading helps the vegetables to look more appealing.
问题 It’s a familiar challenge for many parents: how do you get your child to eat enough vegetables? In practise, children do not eat more than 73 grammes of veggies per day, on average, while the health guidelines for that age group (ages 4-8) recommend between 100 and 150 grammes of vegetables per day. All the more reason for HAK – a company who has always been on a mission to help get Dutch people to eat more vegetables – to find a creative solution to this problem.
媒体类别 案例研究
长度
执行创意总监

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