Word wakker met de natuur
🥈 Honorable mention
Client: Albert Heijn (via We Are RA*W)
Objective: Create an impactful campaign that initiates a movement to eat plant-based foods more often, targeting people who are open to this (about 75% of the population).
Insight: More and more people are trying to eat plant-based foods, but they often forget about breakfast in the process. Breakfast products like eggs, milk and yoghurt are consumed almost every morning, without people realising that these are also animal-based products. Having a plant-based breakfast once a week can already contribute immensely to Albert Heijn's protein transition. Besides that, it is easier to make the right choices in the morning, when people are not yet influenced by external factors.
Idea: Albert Heijn brings an ode to the morning with our campaign 'Word wakker met de natuur' (Wake up with nature). Every morning is a new beginning and a chance to make different choices. Choices that are good for yourself, nature and the people around you. That's why we wake people up and make them aware that you can start your day right.
This concept was a part of a We Are RA*W pitch competition. I worked together with a teammate, Kim Cheung, and was therefore co-responsible for the entire concept, strategy, copy, design, presentation and pitch.
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