Did you know that over 30% of food meant for human consumption is lost somewhere along the food chain, due to contamination, spoiling, or waste? Great Dane + Microban teamed up to bring the world an innovation that would prevent such food loss – but they needed an impactful way to present this value proposition.

After a branding update, 100-year-old Great Dane was more focused on people and emotion than ever. Emerging at the annual IFDA conference with the theme “Nothing to See Here” helped tell the story of their partnership with Microban: no bacteria, no spoilage, and no waste to be seen.

The largely white booth and our gamified digital experience further enhanced this message. Visitors answered questions to get a lock’s combination in a twist on popular escape rooms: instead of escaping a situation to safety outside, they escaped the scary, infected outside world to break into a Great Dane + Microban container.

The insight-based story came to life simply and boldly, helping the Great Dane team continue disrupting the industry with smart solutions and digital integration.

My roles: Creative direction, strategy & insights, concepting