Power of Print, A Times Group initiative spearheaded by Nestle, stirred up creative minds last year with its first edition, supporting the cause of the girl child. This time, when the entry and nomination dates were out, we started gearing up for the final showdown with great enthusiasm! The second edition focused on children's nutrition to #HelpParentsKnowGoodFood. The advertisement would lead them to call up Nestle Nutrition Experts for the right advice on a proper healthy growth for their children who nowadays avoid healthy food.
We developed two creative routes to communicate our message.
One concept revolved around "The Lunchbox," because it is the most important unit of good health for the child. This campaign, ideated by the team, represents a school report card of an average child who, we see, could have been an all-rounder if his meals were healthier. We encourage parents to look at the 'Lunchbox' as a subject which can be graded and thus is as important as Maths or Moral Values, considering the overall physical and mental development of the child. It urges the parent to score the perfect A+ with your child by ensuring proper nutrition in the lunchbox.
In the second concept we thought of a campaign that aimed to represent some usual stereotypes of the apple in today's context, making the parent think of the nutritional value of food. Alternatives to fresh fruits, vegetables and natural food like packaged food may not be as healthy as it appears. Placing a packaged apple juice with a book instead of the fresh fruit would make parents question their actions.
We, at ABND, had great fun putting our heads together for this on!