Mimica Touch - Small Touch, Big Difference

  • Callum Laird
  • Stephen Christoforou
  • Anna Freeman
  • Mairi Ferns

The winning submission into a two week Dyson creative challenge - November 2019 The brief: Design an awareness campaign that introduces the Mimica ‘open-life’ lid type label to supermarket customers and explain the benefits of using this type of label.

What is Mimica?
The Mimica label is a bioreactive food label that provides a true indication of when food has truly spoiled. Currently, use by dates on food tend to be over cautious - food is subject to different scenarios and temperature changes. The Mimica label reacts to these temperature changes, mimicking the food, so you can tell when the food has actually expired. By touching the label and sensing if it is bumpy, you know the food has spoiled.

Through rigorous research, brainstorming and refinement, as a team we devised a marketing strategy which speaks to the everyday supermarket visitor.

A touch can be reactive. A touch can make a connection. A touch has power.
By touching this Mimica label, the user is brought one touch closer to solving the problem of food waste.

Our winning marketing strategy used a combination of this well considered language and finely crafted visual imagery to simplify the daunting issue of food waste. A visual style which has a warm, familiar and human tone carries the copy led campaign to the general public, illustrating how one small touch can make a big difference.

Many thanks to Chris Roberts, Matt Graham and Steve Key from Dyson for awarding us as the winning group for this submission.
Campaign slogan: Small Touch, Big Difference.
5.2 million cups of milk are thrown down the drain each day in the UK.

Food waste is a large issue that we currently face today, on average, costing the average UK household £470 a year. The Mimica Touch label aims to change this.
We aimed our campaign towards everyday working people and families that are environmentally conscious but either do not know how they can make a difference from home, or want to make change but cannot go out and protest or tie themselves to parliament!

We wanted to avoid the imagery and language associated with traditional activism and protest and instead channel that into the one touch closer campaign that would instead show the warmth of human touch and relate to the mimica label and how this can be just as if not more effective than political protesting​​​​​​​.
We want to humanise mimica touch.  A touch can be reactive. A touch can make a difference. A touch can be a force of change.

We touch things every day. A light switch, your phone, a coffee, someone’s hand. We want our campaign to show how people can emotionally connect with each other, by using touch - which is what humanises mimica.​​​​​​​
TV/Social Media Advert

The concept focuses mainly on everyday touch. We really want to drive the message that touch can change our lives. Not everyone is able to be an activist, but we can do our best from our home. This video shows everyday people showing affection and emotionally connecting because every touch can make a difference.
Motion poster concept.
Motion poster mockups.
Posters featuring the tagline 'one touch closer...' which related not only to human touch but also the idea that by using the mimica label, you are literally one touch closer to solving the problem of food and drink waste.
Mockups showing posters in supermarket environment.