for MUJI
Contributions
Advertising Strategy
Art Direction
Key Visual Design
(not officially affiliated with the brand)
Nearly one-fifth of the food produced for human consumption globally spoils or ends up in landfills. This affects our planet both economically and ecologically, through financial costs and greenhouse emissions, among others.
Guided by the 12th SDG, this campaign aims to remind consumers that change can start in every household with something that we handle everyday: food. I wanted to raise awareness of the problem with food waste through revealing the irony of overconsumption of things that don't really matter as much.
#MUJIKITCHEN
Gamification
#MUJIKitchen is a sub-campaign that primarily focuses on the physical exhibition booth, but also has an online component to it.
Through the #MUJIKITCHEN mobile app, users can generate personalized recipes which can be shared to social media as the app generates ready-to-post pictures. Inspired by concepts of personality tests and Spotify's Spotify Wrapped campaigns.
