Laat ons wél in de kou staan
Campaign Concept — “Laat ons wél in de kou staan”
This conceptual campaign explores how empathy and language can shift behaviour. It gives supermarket products a voice, asking, quite literally, to be kept cold.
The phrase “Laat ons in de kou staan” usually means “leave us behind.” By adding one small word, “wél” the meaning reverses. The products are no longer being abandoned; they’re asking to be cared for. This linguistic 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. It’s soft activism, inviting people to look twice, smile, and reconsider their habits.
This project shows how I merge conceptual thinking with visual storytelling. How a single line can connect emotion, design, and social awareness in one frame.
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.
Brainstorm (note to self) Sticker op producten plakken na de campagne, duidelijk beeld, gezichtje? extra knipoog, mensen aan het denken zetten.