Mixed Media Brander
Campbell's
Under The Hood:
Despite being one of the most recognizable brands in the world, Campbell’s is struggling to shake off the grandmother's soup stigma. The label is a fixture in every supermarket but low sales prove
it's time to bring it back to life. Millennials & Gen Z look past the soup because the image portrays an older feel. 'Classic With A Twist' is a campaign that will seamlessly integrate the timelessness of classic taste, an element that both generations search for in their idealistic version of what a familiar soup is to them.
Bradley Theodore
Tommi Lim
Yayoi Kusama
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Experiential-Paint Your Can(vas)
Located at The Whitney Museum of Art
Campbell's Collaborates with The Whitney & Art Start
We let everyone take part in redefining the Campbell’s brand by creating their own can design. The experience would take place at the Whitney Museum as part of Andy Warhol’s exhibition. The best work would be featured as part of the installation. For every can created Campbell’s donates food product back to an artist in the ArtStart program.
Can Collage
#ClassicWithATwist
As people shared their can art on social media with #ClassicWithATwist, we collected the data to create a collage that collected all of the can variations in one digital piece.
Classic With A Twist
Have fans on social media write in their own creative fun recipes to Campbell’s while sharing with people internationally. This educates and inspires consumers with new ways to make a variety of soups in different cultures. User submitted content will be aggregated and put on Campbell’s social media channels as well as the influencers channels to share the recipes worldwide.
We will create a “Classic with a Twist” Instagram show that will show different influencer chefs using Campbell’s as a base for their favorite recipes, creating true culinary masterpieces.
Viewers will be able to share their personal twists on the classic in the comments section. The best ones will be featured on Campbell’s Pinterest board and other social media channels.
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