Communication Objective: The challenge was to introduce an entirely different product into the market. Farm produce that is raised without intervention whatsoever, so that nature takes over and the plants grow on their own. The output being vegetables and fruits that are as fresh as can be and truly safe for consumption. The communication had to be arresting and striking for it to make an impact and become an eye-opener to audiences.

 

Differentiation: By portraying vegetables in a very raw and carnal way that spoke about how alive the plants are when left their own devices, we were able to conjure up an imagery that was in a way shocking as well as amusing. The illustration is done in minute detail with a unique style specially developed for this creative. Not lewd nor offensive but sensual and amusing.  

 

Result: The EDM got a rave response and people liked the concept of raw, fresh vegetables. This helped spread awareness about the brand offering.

 

TG: The health conscious urbanite. 

 

 

 

 

Illustrator : Alex Vinter
Art Director  : Arun Krishna Prathap
Agency : P(x)
Accolades : Bronze, BigBang Awards 2014 emailer