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Editor's Pick. Fairtrade Foundation 'The Big Swap' advert

Agency:  Wieden + Kennedy

Client: Fairtrade Foundation

The Fairtrade Foundation has launched its annual Fairtrade Fortnight, hoping to persuade the nation to join them in The Big Swap.

For two weeks (until March 7, 2010) the Fairtrade Foundation will be asking the public to swap their usual products for Fairtrade products: from basics such as tea, coffee, bananas, rice and sugar to fruit juices, cosmetics, nuts, cotton, wine and ice-cream.

The aim is for one million and one swaps to be made – each one proving that the UK wants developing world producers to get a better deal.  There is a ‘swap-o-meter’ on the website, ‘the hub for all swapping needs’ where consumers can get information on how to get involved, what their swaps could be, and how to register them.

Wieden + Kennedy London has created a campaign to support the initiative: to make Fairtrade Fortnight as widely known and understood in the UK as possible.

Communications, created by Dan Norris and Ray Shaughnessy, include a film ‘The Big Swap’, the website, radio spots which are airing on Spotify, a window installation, and a range of in-store promotional materials such as free coasters in Starbucks, ‘table-talkers’ in John Lewis cafes and 1.4 million Fairtrade stickers that will appear on banana bags in supermarkets all around the country.

An interactive window installation (which will be situated in the large shop window at Wieden + Kennedy on Hanbury Street, E1) has been created to celebrate the idea of swapping ordinary products for Fairtrade products.

Passers-by will be encouraged to enter the ‘swap their usual head’ for a ‘Fairtrade chocolate head’ competition by standing in front of the window and having their photograph taken. 

They will then be given a number which they will text in to the competition together with their details.  Three winners will then be selected at random - who will ultimately have their heads cast in Divine Fairtrade chocolate by Parisian chocolatiers Véronique Lorne and Sophie Offerstein when the competition closes on March 5, 2010.

Richard Stobart, Head of Consumer Marketing at the Fairtrade Foundation said, "This year is the biggest Fairtrade Fortnight we’ve ever run.  It’s the first time on television and we’ve had more Fairtrade brands and retailers than ever joining in with the campaign this year.

"A million and one swaps will be a great indication of the UK’s enthusiasm to support producers in developing countries and ensure that they get a decent price for the work they do."

The Fairtrade Foundation is the independent non-profit organisation that licenses use of the FAIRTRADE Mark on products in the UK in accordance with internationally agreed Fairtrade standards.

Their vision is of a world in which justice and sustainable development are at the heart of trade structures and practices so that everyone, through their work, can maintain a decent and dignified livelihood and develop their full potential.

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