New Blood Entry — DIY Your Eat
Award: Yellow Pencil
Grey Poupon / 2021
DIY Your Eat is showing that Grey Poupon is a reliable ingredient, worth investing in for your home.
You can upcycle your meal with quality ingredients if your home is stocked right. I show that by using exclusively found elements, from the colour scheme to the type to the background. All of it is outsourced and combined to create the recipe that is this campaign.
Encouraging upcycling not only encourages sustainability but also creates a novelty in the current cultural climate, and novelty is craved. Just as much as some awesome food! The limiting nature of the idea of upcycling creates a playground for creativity all from the comfort of home.
What did the judges have to say?
"An outstanding and creative insight into a creative youthful mind, making the most of the little chances these Covid times provide: a visual style that is as creative as it is unconventional. Good job!"
Bart Heideman, Senior Design Director, Dentsu Achtung
"Beautiful craft in execution and originality in idea. Answered the brief perfectly, giving the brand an exciting new personality for a new audience whilst not alienating existing ones. You can see it turning up on the shelves in real life."
Chaka Sobhani, CCO, Leo Burnett London
"DIY Your Eat reminded us that a great idea speaks for itself without all the new fancy programmes and high level of finish. Done using reused and found materials, this work played on and pushed the insight of millennials being a generation that thrives on sustainability and based their whole campaign on this fact. A clever yet extra restraint they set themselves that paid off with beautiful visuals that made a bigger statement on not wasting anything."
Chloe Templeman, Creative Director, Design Bridge London