Normal develops campaign for non-GMO seal
The Zurich-based creative agency Normal is launching a national campaign for the Association for GMO-Free Food (VLOG). The goal is to highlight the relevance of the «GMO-Free» seal in consumers’ everyday lives.
All food manufacturers in Germany are still obliged to list ingredients with genetic engineering on the packaging. This could soon change with an upcoming new regulation for new genetic engineering at EU level. Whatever the decision: The "Ohne GenTechnik" seal of the Verband Lebensmittel ohne Gentechnik (VLOG) will continue to exclusively label GMO-free products in the future.
VLOG has commissioned the Zurich-based creative agency Normal with a national campaign to raise awareness of the label. The campaign aims to highlight the relevance of the label in consumers' everyday lives. The motifs illustrate a question that all conscious consumers should ask themselves. Because no matter how attractive the food looks: Only the "Ohne GenTechnik" seal provides certainty as to whether they are GMO-free.
The campaign includes OOH, DOOH and mobile ads that lead to a landing page. Here is an example of the DOOH animations:
On the landing page, users can find out more about the seal and take part in a competition to win a month's shopping without GMOs worth 500 euros.
Responsible at VLOG: Alexander Hissting (Managing Director) and Sönke Guttenberg (Head of PR). Responsible at Normal: Martin Arnold (Creative Director), Sven Loskill (Digital Director) and Lukas Wietlisbach (Art Direction) were responsible for the campaign. All advertising material and the landing page were produced in-house by Normal.
