The Danish Quality Brief: Based on the short film ReDane we were asked to develop a digital concept as an opportunity of telling about an alternative to the conventional agriculture.
The concept should help the consumers to make more conscious choices and automatically create a commercial pressure on a more sustainable production and consumption of food. Issue: Danish consumers don’t know anything about the meat products they buy in their local supermarket.
They only focus on the price. Concept: We created the brand “The Danish Quality” to tell the consumers more about the living conditions of animals. It is meant to be a quality mark that will ensure the well being for the animals, and therefore a quality guarantee for the meat products in the supermarkets. The Danish Quality only marks products that complies rules within the Danish animal welfare so we can make sure all the animals are treated with respect.
The stamp is an expression of a self-approved product of the animals – that is a “high five” from animals to consumers. The idea with the stamp is to appeal more to the consumers’ feelings and to change there buying behavior so they will think more about the animals and the quality instead of focusing on the price. In this way the consumers will automatically help put a positive impression on and thereby develop the Danish agriculture in the right direction.