Shelf Life: Waterless-cooking challenge H2ZERO kicks off
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- 140BBDO and SMILE 90.4FM launch Waterless Wednesdays
- Yves Saint Laurent releases Y
- The Crazy Store turns 20
Waterless Wednesday kicks off with H2ZERO
This initiative aims to inspire drought-stricken Western Cape residents to not only be more aware of daily water usage but also adopt the weekly water-saving technique in their own homes by using absolutely zero-water menus.
Creative agency 140 BBDO, in partnership with Cape radio station, SMILE 90.4FM, has brought renowned local chefs on board and challenged them to create menus that use absolutely zero water. According to BBDO chief creative officer, Mike Schalit, H2ZERO is another example of how creativity may be put to use solving our country’s challenges: “We’re hoping that the Waterless Cooking challenges can become a movement in which people, and establishments alike, see that responding to a problem is not synonymous with sacrifice but, instead, [can] offer an exciting and prospective venture.”
Every Wednesday during September 2017, Pete Goffe-Wood from Masterchef fame, Franck Dangereux from the Noordhoek Food Barn and Liam Tomlin from Chef’s Warehouse will be on the Smile Drive show with Bailey Schneider & Maurice Carpede, guiding listeners through their bespoke waterless menus. The menus will be available for download on the SMILE 90.4FM website so that listeners may recreate the menus at home.
Y for Gen Y
Yves Saint Laurent is launching a new fragrance — Y — dedicated to millennials, with an ad campaign created by betc luxe & betc pop called “everything starts with a why”.
This name also pays homage to creator Yves Saint Laurent but primarily references Generation Y, seen to strive for freedom and feel a responsibility to accomplish something bigger than themselves. Millenials are a generation of people described as spontaneous, creative and entrepreneurial, and the campaign builds on this spirit, portraying young creators in their own creative process from the inspiration phase to collaboration through hard work that leads to success and accomplishment.
Three brand ambassadors have been selected to face this campaign: a rapper from south London, a researcher in the field of artificial intelligence (AI) and a New York sculptor. The campaign is brought to life by Manu Cossu, a French director, represented by production company, Iconoclast.
20 years of crazy
South Africa’s largest discount variety chain, The Crazy Store, is celebrating 20 years in 2017, having positioned itself as a one-stop-shop with a product range to delight the whole family.
Kevin Lennett, The Crazy Store managing director, says focusing on customer care and product development has helped it advance and maintain relationships with customers: “We are all about creating a memorable experience that leaves a story worth telling the next day. The Crazy Store brings out the fun in shopping, whether for occasional or everyday needs, keeping in mind the size of consumer’s pockets.”
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.