All projects prepared for the campaign have been verified carefully from the point of view of language and cultural adequacy. Everywhere emphasis was placed on the high quality of European apples. Each project communicated the values of the product which was to result in their recognition and memorization.
As a part of the project a distinguishing logo was created in two languages and the Brand Book was elaborated. The creative strategy strengthened our conviction that the key visuals (KV) should be changed every year together with a new edition of the program. We dealt with designing and production of advertisement materials with commitment. Press advertisements and internet banners were created, and in places with heavy traffic (e.g. Shanghai airport) large format billboards OOH (Out-of-Home) were placed. We also cared for the promotional materials – folders, leaflets, pendrives, calendars and ball-pens with the logo of the campaign.