Just Laid

October 19, 2014 | 6 Comments

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“Brief: We were asked to develop concepts that explored hypothetical positionings for how eggs could better satisfy or respond to consumer needs. One of the many thoughts we had was how this commodity category could respond better to concerns related to CSR issues such as food miles and related freshness. We were intrigued by the notion that, while early adopters of CSR issues find it easy to support a cause, it is harder to convert mass-market consumers unless there is something in it for them – such as supporting locally laid eggs.

Solution: Our solution was to emphasise the benefit of locally laid eggs to consumers through a cheeky brand name that reinforces the idea of freshly laid eggs straight from the hen. The creative execution is a selection of playful caricatures of hens laying eggs with three different poses/expressions for each of the three variants.”

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“The Just Laid concept uses standard egg box packaging in a unique way that allows the consumers to interact with the pack and design. To further highlight the freshly laid concept, the fastening on the box becomes a representation of the egg itself, allowing consumers to connect with the natural process of the eggs ‘being laid’!

This concept has won a gold Pentaward and also a special HAHAHA Lars Wallentin award for the most fun package across all categories, in this years Pentawards 2014 competition.”

Comments

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6 Responses to “Just Laid”

Jan
October 21st, 2014 @ 6:29 pm

Right on the mark and beautiful illustrations! Laughed out loud. It’s about time we as customers are given more credence from companies. After all agencies come up with gd ideas all the time but many clients hv no sense of humor. Tks
Jack
October 30th, 2014 @ 1:33 pm

Very cute and looks great. However, in the context of purchasing eggs, I want to associate “eggs” with “delicious potential dishes” rather than “just came out of a cloaca”.
Petra
November 14th, 2014 @ 1:30 pm

Genious! I love it!
Jonathan
November 15th, 2014 @ 9:14 am

LOL! Love how silly, but well executed this is!
Bean
November 25th, 2014 @ 2:41 am

Fantastic!
Piet de Boer
December 12th, 2014 @ 12:53 am

come and get me on the egg!