Philadelphia - "Fewer Traces"

Ogilvy Paris

Ogilvy Paris Levallois-Perret, Francia

2981

Marca: Philadelphia
Paese: Francia

Cliente: Mondelez

Titolo	Fewer Traces
Agenzia	Ogilvy Paris
Campagna	Fewer Traces
Cliente	Mondelez
Marca	Philadelphia
Data di Prima Diffusione/Publicazione	2022 / 4
Settore	Formaggio
Filosofia	Inspired by consumer insights, Philadelphia brings sustainability to its brand strategy and wants to leave fewer traces: from supporting the reduction of food waste towards being more sustainable from farm, to tub, to your table. Philadelphia, a Mondelez brand in Europe, is helping to fulfill the company’s 2025 goals for “Snacking Made Right” with clear objectives on carbon reduction, increased use of recycled plastic, reduction of waste in manufacturing, good farming practices, amongst others. To bring these actions to life, the campaign is anchored in a strong product truth: so deliciously creamy you never want to leave a trace of it on your plate. Something the brand has adopted as its mantra on sustainability: to be the cream cheese that seeks to leave fewer traces. The social media campaign by Ogilvy Paris has one :25 Hero Film with :6 cutdowns, three :10 Targeted Films and a digital imagery bank to communicate Philadelphia’s story of seeking to leave Fewer Traces to a diverse audience: from busy professionals, to young parents and the Generation Green young Millennials. Furthered the agency’s creative director, Juana O’Gorman, “It’s an honest approach directly inspired by consumer and brand insights. As consumers become more engaged in doing more for the environment, they expect the brands they use to do the same. Understanding how our different audiences view sustainability allows us and brands to personalize our creative approach to better meet those views.” The Philadelphia’s Fewer Traces story will ultimately convey the following messages: Fewer Traces of food waste: Inspiring Philadelphia lovers to reduce their food waste with recipes to help create delicious dishes with any food about to go to waste. Fewer traces with our recipes: Proudly making the freshest Philadelphia cream cheese using mainly three key Ingredients - milk, cream and a pinch of salt. Fewer traces in manufacturing: Working across manufacturing and distribution operations to reduce water waste, energy consumption and CO2 emissions. Fewer traces of plastic: Using tubs that are already 100% recyclable, and integrating increasingly more recycled plastic with a goal to save the equivalent of 500 million virgin plastic tubs by 2023. Fewer traces in our teams: Creating an inclusive workplace where differences are valued. Fewer traces on our farms: Working with our suppliers to implement always more sustainable farming practices that respect animal welfare.
Tipo di Media	Interattivo
Lunghezza	25 seconds
Senior Marketing Director	Vanessa Harrer
Advertising Manager	Derya Seyman
Advertising Manager	Margarida Florit
Advertising Manager	Chiara Ziboni
President & Chief Creative Officer	Matthieu Elkaim
President	Emmanuel Ferry
Creative Director	Juana O'Gorman
Art Director	Celine Mullier
Copywriter	Thibaut Fulin
Creative Lead Social Branding	Marylou Cappelli
Artistic Director (Motion) Social Lab	Benjamin Cottray
Global Strategic Partner	Pauline d’Albis-Desforges
Senior Strategic Planner	Catherine Sackville-Scott
Strategic Planner	Johanna Camenen Djian
Business Partner	Melanie Marchand
Account Director	Kevin Martin
Account Executive	Camille Basset
Account Executive	Louise Baudoin
Production Consultant	Tobiasz Bartold
Casa di Produzione	POP Studios
Director	James Maciver
Direttore della fotografia	Fabien Peborde
Photographer	Geoffrey Mitre
Casting	Sandra Toussaint
Production lead	Augustin de Teillac
Producer	Neyla Ben Hamouda
Production Manager	Laurent Canizzo
Post production Manager	Pierre-Antoine Yvon