MAKING MARGARINE COOLTHROUGH STORYTELLING AND UNIQUE PERSONALITIES
artundweise project
MAKING MARGARINE COOLTHROUGH STORYTELLING AND UNIQUE PERSONALITIES
DELI REFORM
artundweise project
DELI REFORM
DELI REFORM
art direction
video direction
editing
FOCUS Making margarine relevant again by thinking social first — and telling stories through people, not products.
THE CHALLENGE Margarine is perceived as generic, boring and old.
Despite being part of everyday cooking, the product lacks emotional relevance and visibility in social media, where food content is driven by personality and storytelling rather than ingredients.
MY APPROACH We decided to put people first, not the product. Instead of advertising margarine, the campaign tells the stories of very different characters and their everyday relationship with food.
Johann is an emerging local musician turning a long-term passion into a professional path, developing a distinct sound, telling the world to just start with what you love!
Johann is an emerging local musician turning a long-term passion into a professional path, developing a distinct sound, telling the world to just start with what you love!
Johann is an emerging local musician turning a long-term passion into a professional path, developing a distinct sound, telling the world to just start with what you love!
TURNEN BIS ZUR URNE Watch on instagram
TURNEN BIS ZUR URNE
Featuring two grandmothers in their late 80s who are still active, well-known for their gymnastics across Germany and have always cooked consciously.
Featuring two grandmothers in their late 80s who are still active, well-known for their gymnastics across Germany and have always cooked consciously.
Featuring two grandmothers in their late 80s who are still active, well-known for their gymnastics across Germany and have always cooked consciously.
An adventurer traveling by road to India who discovered
vegetarian cooking along the way.
An adventurer traveling by road to India who discovered vegetarian cooking along the way.
An adventurer traveling by road to India who discovered
vegetarian cooking along the way.
A tavern owner raised in a circus family, running a cult gastropub in Bremen, cooking vegetarian for her guests — and who once sat on Che Guevara’s lap.
A tavern owner raised in a circus family, running a cult gastropub in Bremen, cooking vegetarian for her guests — and who once sat on Che Guevara’s lap.
A tavern owner raised in a circus family, running a cult gastropub in Bremen, cooking vegetarian for her guests — and who once sat on Che Guevara’s lap.
FOCUS Making margarine relevant again by thinking social first — and telling stories through people, not products.
THE CHALLENGE Margarine is perceived as generic, boring and old.
Despite being part of everyday cooking, the product lacks emotional relevance and visibility in social media, where food content is driven by personality and storytelling rather than ingredients.
MY APPROACH We decided to put people first, not the product. Instead of advertising margarine, the campaign tells the stories of very different characters and their everyday relationship with food.
MAKING MARGARINE COOLTHROUGH STORYTELLING AND UNIQUE PERSONALITIES
DELI REFORM
artundweise project
art direction
video direction
editing
Johann is an emerging local musician turning a long-term passion into a professional path, developing a distinct sound, telling the world to just start with what you love!
TURNEN BIS ZUR URNE
Featuring two grandmothers in their late 80s who are still active, well-known for their gymnastics across Germany and have always cooked consciously.
An adventurer traveling by road to India who discovered vegetarian cooking along the way.
A tavern owner raised in a circus family, running a cult gastropub in Bremen, cooking vegetarian for her guests — and who once sat on Che Guevara’s lap.