Selected Campaigns & Additional Work

The challenge — To follow the yearly global Sharing the Goodness campaign — calm, emotional, about caring and giving — and merge it with the ongoing WezWez campaign, which is fast, energetic and built on dancing.

The approach — Energetically paying it forward: showing that what you pay forward inevitably comes back to you. The TVC follows a chain of strangers helping each other in daily random acts of kindness, and the chain never stops — it loops every time. On the BTL front the campaign ran a sales-based donation system, giving 10 cents per custom-labelled bottle sold to a hospital.

The direction — We made the call to join the emotional global brief and the energy of WezWez through one looping act of kindness, then give that idea a tangible role through the donation mechanic.

The challenge — To create a digital brand presence that resonates with the target demographic and presents Chef Luca as the premium yet affordable pasta brand.

The approach — An evolving campaign transcending over a year: beginning with brand awareness, evolving into the go-to source for locally relevant, Amharic-centred recipes, then into pasta and general cooking tips and cooking with kids.

The direction — We made the call to let the content mature with the audience—from recognition to recipes to shared cooking—rather than repeat one launch message for a year.

The challenge — To sell out shows with a single poster in a feed and on a wall.

The approach — A poster series where scale and type hierarchy do the work: artist first, everything else in strict order underneath.

The direction — We made the call to let hierarchy do the shouting—artist first, details second—so the posters work at feed speed and from across a room.