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Graphic Designer
Location:
Vancouver, BC
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WedLuxe Magazine
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News
20 January 2010
Taxi designs real food campaign for McCain Foods
TORONTO—The inspiration behind Taxi’s new McCain Foods campaign comes from the real, good ingredients it is now using in its packaged foods, says Taxi art director Maria Lishman. “They came to us when they decided to remove all the bad things from their food, which is a huge thing for them from a research point of view.“ The campaign involves print and television spots.
Helvetica Rounded was chosen because it is the same as the one used in McCain Foods campaigns across the pond, says Lishman. “In terms of design we wanted all the photography to look real, not overly styled,” she says. “We wanted to keep everything very clean and simple.”
The colour inspiration came from hues that appear in nature. “Sky blue, warm sunny yellow, orange and red,” says Lishman. “All simple, clean colours but still fresh.” Contact: Taxi.ca
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Colour inspiration for the campaign came from nature
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Helvetica Rounded was chosen because it is the same as the one used in McCain Foods campaigns across the pond, says Lishman. “In terms of design we wanted all the photography to look real, not overly styled,” she says. “We wanted to keep everything very clean and simple.”
The colour inspiration came from hues that appear in nature. “Sky blue, warm sunny yellow, orange and red,” says Lishman. “All simple, clean colours but still fresh.” Contact: Taxi.ca
— Val Maloney
Comments (5) Post a Comment
Comments:
1. Jeff says:
21 January 2010 at 12:16 AM
Nice to see McCain openly admit their food is total rubbish. This is simply window dressing... processed food is processed food. It's ain't healthy no matter how you spin it.
2. Anonymous says:
21 January 2010 at 11:43 AM
Helvetica Rounded...very original.
3. Soleil says:
23 January 2010 at 8:30 PM
I like the ad. Clean and simple. However, I won't be buying McCain fries anytime soon.
4. Sherri says:
2 February 2010 at 2:01 PM
Nice. I wonder what sorts of goodies I ingested along with my McCain's fries growing up.
5. Paul says:
19 February 2010 at 6:24 PM
more of the same ad agency "creative" trying to b.s. we the people. Taxi, there is a little thing called the internet now ... in my google search for "healthy food" McCain didn't come up! ... don't spin the truth to try to win clients/awards. your work: it's not all good.
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