UNCONVENTIONAL BURGER

advertising campaign & illustration

Unconventional Burger wants to be one of the best veg alternative to classic hamburgers ‒ not missing a little piece of taste.

The insight behind this adv campaign is that people are more captivated in trying a food they barely know than engaging with something that is considered vegetarian ‒ maybe the idea behind is that being vegetarian equals missing a tasteful experience.

So the idea is to organize a free festival in some city in northern of Italy, sponsored by the brand Granarolo: here people will taste a new food, sturlone's meat, a non-existent animal. People will be invited to the free festival and will taste what they are told being an unfamiliar kind of meat.

At the end of the evening, there will be an announcement: it will be revealed that what they just ate is the Unconventional Burger ‒ a veggy burger that is so good, that can be mistaken for meat.

This is a group project I shared with graphic designers Francesco Luongo and Francesca Martino.