American Garden’s slogan ‘Let’s Savor Life!’ is an invitation to live and enjoy life. And this is only possible in a world that lives.

Tragically, its future is under threat.

Animals around the world are dying and becoming extinct.

While few people know the predicament of endangered animals.

Our world is seeing a growing number of animals facing extinction. A lack of public awareness about the issue only serves to compound the problem.

We took the expiration dates of different American Garden products and showed people what would happen to endangered animals by those same dates.

We used a quite ordinary and everyday item (the expiration dates on the packaging) to deliver an extraordinary message to people, when they were thinking about the future anyway.

A link to our website also gave visitors the opportunity to learn more and take action.

We used the expiration dates on the most common American Garden products to show people what would happen to endangered animals by those same dates.

We designed artworks that fit the original packaging perfectly and printed them right next to the regular expiration dates.

We uploaded our artworks into the printing machine of the production chain.

We printed our icons on 50,000 recyclable tins, cans and bottles.

American Garden had a great opportunity: their wide range and huge distribution channel reaches almost every supermarket in the GCC. And the huge number of products sold, each one giving voice to endangered animals.

The production started in February – more products went on shelves in March/April.

- Strengthened the brand equity manifest “Let’s Savor Life”.

- Brand affinity rose by 23%.

- Our huge distribution channels allowed our products to reach almost every supermarket in GCC, so that each shelf gave a voice to animals at risk of extinction.

- Other brands have recently approached us to join our movement, demonstrating that “The World Expiration Date” started with American Garden but can go much further.

- Every product sold is leading people to our website, where they can learn more about the situation and support the cause.

- Through a new use of media, The World Expiration Date reached thousands of people, and shifted the conversation from products that expire to the hope that we can give the most endangered animals on the planet.