Cooler in White
D&AD New Blood Winner 2018
Just 4% of India’s food is transported in refrigerated trucks. The rest travels unrefrigerated and perishes in the sweltering heat, while 190 million people are starving.
An Autotrader study found that painting vehicles white reduces the temperature inside by up to 15%. So, we’ll paint the trucks Hellmann’s white, cool them down and save truckloads of food.
Not only do we help more food reach the country’s starving population, we also spread Hellmann’s message that they’re on the side of food across the world.
To spread our message further, we will produce an official paint colour called ‘Hellmann’s White’, provide whites for cricketers in England and India, and create truck liveries.