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26 May, 2017
NEW ZEALAND
AUS | NZ
All Good – All Good Brand campaign
PROJECT SUMMARY

All Good Bananas are the only brand of banana on sale in New Zealand that carry Fairtrade accreditation. This fact is lost on most people, because the large banana importers blur the lines with misleading and unsubstantiated 'ethical' claims.

Our campaign for All Good points out that not all bananas are the same: that there is a cynical and greedy corporate element to this seemingly innocent business. Bananas might look the same -- but some are 'corporate'.

All Good has to live alongside the competition in supermarkets, so the tone needed to be self assured, but also tongue in cheek. We took inspiration from the simplistic visual language of historic protest posters and introduced it to the high street. The campaign rolled out with street posters and will eventually cover every touchpoint including packaging, online and point of sale.

THANKS TO

James Stewart, illustration.