CHRIS NEWKIRK • creative leader
It started out as a response to an open creative brief from the United Nations to help them deliver critical public health messages to everyone, everywhere. My mind kept zeroing in on the grocery store. As non-essential businesses across the world are closed indefinitely, the local grocery store may be the most likely real world place to reach people and drive that vital awareness. But being out and about brings its fair share of precariousness and uncertainty. Do the other shoppers know to keep their distance? Do they know what that distance looks like? I set out to make sure EVERY shopper knows.
The average shopping cart is 3ft long. Which means two carts constitute the WHO-recommended 6ft distance between you and others when you’re out in public. 2 carts apart. It’s an easy mnemonic for EVERY shopper to understand.
Mere days after jotting down my idea, my agency was unrolling our COVID-19 “2 Carts Apart” retailer tool kit—a turnkey, print/post-ready tool kit designed to keep shoppers and staff as safe as possible by communicating social distancing guidelines in-store. Retailers around the globe are able to download from the agency. For free. Because to make a difference, to “flatten the curve,” you have to move as fast as the virus itself. And because we’re all in this together.
We created dozens of customizable point of sale, out of home, digital and social tools for retailers.
press: Little Black Book, Media Post, Promo View (Brazil)
creative director/copywriter: Chris Newkirk executive creative leadership: Dani Coplen designers: Cody Russel, Jason Shiskowsky
