2022 Winner
BronzeArt Direction
IKEA
"The ScrapsBook"
Rethink
"The ScrapsBook"
Rethink
“The ScrapsBook” was created for IKEA, by Rethink, to encourage people to make use of food typically regarded as compost or waste. The book, created with the lowest possible footprint in its printing materials and methods, was a collaboration with ten chefs across North America and featured 50 recipes spanning various cuisines.
A video for the cookbook opens with the fact that 1.3 billion tonnes of food wasted annually can be eaten. Set to jaunty music, the spot features images of carrot tops, bruised apple cores and other ingredients typically thrown out, but then salvaged to make a Pulp Burger. Pages of the cookbook are shown, featuring other recipes such as Broccoli Stalk Tacos and Chocolate and Banana Peel Cake.
A video for the cookbook opens with the fact that 1.3 billion tonnes of food wasted annually can be eaten. Set to jaunty music, the spot features images of carrot tops, bruised apple cores and other ingredients typically thrown out, but then salvaged to make a Pulp Burger. Pages of the cookbook are shown, featuring other recipes such as Broccoli Stalk Tacos and Chocolate and Banana Peel Cake.
Credits
Client: IKEAAgency: Rethink
CCO: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art: Joel Holtby
Creative Directors: Joel Holtby, Jake Lim
Art Director: Dorota Pankowska
Writer: Justin Santelli
Designer: Erin Struble
Strategist: Shereen Ladha, Stacy Ross
Head of Strategy: Sean McDonald
Group Account Director: Sarah Riedlinger
Account Director: Daniel Riggi
Account Manager: Megan Christopher
Producer: Narine Artinian, Spencer Houghton
Production Artist: Brad Kumar
Production House: Fuze Reps
Production House Producer: Nicole Gomez
Photographer: Maya Visnyei
Photo Retoucher: Lisa Hordyk
Photography Producer: Sara Melvin
Food Stylist: Claudia Bianchi
Post Production House: R+D Productions
Editor: Leigh O’Neill
Post Production Producer: Todd Harrison
Audio House: Vapor Music