The New Fruit
The Brief
In Georgia, the habit of being a socially responsible organi- zation is very new, unusual and even puzzling. The term “Corporate Social Responsibility” (CSR) is also quite obscure - for some people, only the part of it is clear, for others - it’s just another strange abbreviation. In short, it is a “new fruit” for our corporate society and needs to be explained and implemented in order to build a healthy and coherent business and society.
Creative Idea
To bring the concept of the “New Fruit” to life, we created seven whole new species of fruits, as a visual metaphor of the seven directions of CSR. The visuals of the fruits are unique and unusual, but still feel somehow familiar – just like the seven directions of CSR.
Creative execution
After creating the unique new fruits, we printed out all seven of them on seven different custom-made juice bottles, accompanied with information about CSR and sent them all over the country to 150 Georgian companies as a gift – spread the new fruits everywhere with a hope for a better, more socially responsible future.
