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.

Over 100 years in transportation meant that trucking & trailer giant Great Dane was established, known, and ready to make a brave shift forward. After a branding update in 2017, their brand was more focused on people and emotion than ever – and we knew we’d be great partners because of this shared philosophy.

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, protecting their customers’ payloads and helping global food waste issues.

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