Open Process - Foodwaste
Campaign Concept “Laat ons wél in de kou staan”
Currently working on this project, that's why it is still in a conceptual phase.
This campaign explores how empathy and language can shift behaviour. It gives supermarket products a voice, asking to be kept cold.
The phrase “Laat ons niet in de kou staan” usually means “don't leave us behind.” By adding one small word, “wél”, the meaning reverses. The products that are being abandoned ask to be cared for. This twist transforms a familiar saying into a call to action against food waste.
I wanted the tone to feel both human and ironic. The hand-drawn textures and chalky visuals reflect warmth and imperfection, while the supermarket setting grounds the idea in everyday reality. Asking people to think twice about their habits.
Process
During my workweek, I took more than 90 pictures of misplaced products.
sketches
I turned my frustration about food waste into stories. I grew curious about the people dumping the groceries at random places. What people buy can tell you a lot about them.
What inspired me the most was a box of mouldy tomatoes. They looked so sad and abandoned in the store. I realised we have a responsibility as consumers. All the groceries that need to be in a cooler or freezer have to be thrown away when they're found in random places. What can we do about it?
I changed the copy to proud tomatoes, and that got me thinking about the perspective of the abandoned products. Let them speak to the consumer.