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Award: Wood Pencil

Wood Pencil / Integrated & Innovative Media / Integrated - Large Business (over 500 employees) / 2016

We redesigned the labels on SPC’s family of brands to create a new series of cans called #MyFamilyCan. Featuring the Australian farmers who grow the product inside, this idea allowed us to respond to a nation-wide conversation and to steer it in the right direction.

Along with heartfelt film content and substantial PR, #MyFamilyCan forged an emotional connection between farmers and consumers with highly tactical Social Media. SPC reskinned its social media to give the farmers a voice and continued building stories around the families on each can.

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