A campaign proposal for the Chefs Plate cook-it-yourself meals brand. This CROWDiate competition finalist 'came up a touch short of the winners’ podium'. The proposal comprised a campaign idea, video concepts for YouTube and Facebook/Instagram, and a billboard mock-up.
Campaign idea
The campaign centres around a fictional chef de cuisine who is privately—and ironically—a big fan of Chefs Plate because CP makes cooking so much more easy, and because of the brand’s true-blue Canadian nature—national suppliers, sustainable food system, etc. The campaign’s anchor theme is ‘Unbox the best part of your day.’
Creative executions
The campaign centres around a fictional chef de cuisine who is privately—and ironically—a big fan of Chefs Plate because CP makes cooking so much more easy, and because of the brand’s true-blue Canadian nature—national suppliers, sustainable food system, etc. The campaign’s anchor theme is ‘Unbox the best part of your day.’
Creative executions
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YouTube video concept (30 seconds)
SFX: Piano music like https://www.youtube.com/watch?v=MxtfYLQpXG4
A 30-something chef de cuisine in the busy kitchen of an upscale restaurant. He's supervising and shouting out orders to the staff. Chef is next seen chatting amiably with a couple seated at one of the restaurant tables. Slow fade out. Fade in of chef at the end of the day. He waves at someone before driving away in his car. Cut to a Chefs Plate box outside an apartment door. Chef is seen walking up to the door and picking up the box. He unlocks the apartment door, walks in, and shuts the door behind him. Chefs Plate logo fades into the foreground, with ‘ChefsPlate.com’ below it. SUPER: Unbox the best part of your day. Fade out. |
Facebook/Instagram video concept (5 seconds)
SFX: Upbeat music.
Scene opens to top-down shot of a pair of hands plating a meal. Quick cut to female hands snapping a picture of the plate on a cellphone and Instagraming it. SUPER + VOICEOVER: Make Instagramable meals in minutes. Cut to Chefs Plate logo, with ‘ChefsPlate.com’ below it. |
Billboard mock-up
Copyright © Benedict Paul
