No more Fairytales.
This idea is a reference to the popular fairy tale "Rumpelstiltskin" by the Brothers Grimms.


My idea re-tells a story most people already know, but in a different context – which might be confusing at first – but if you transfer the statement of the fairytale (keeping secrets, fraud and lacking transparency) to the subject of cheap meat and transparency, it suddenly makes sense. To make the connection visible visual-wise, I combined graphical elements (fiction) and real photographs of meat (reality).

Campaign Scaleability

They keyvisual combines graphical and photographic elements. The bold typo does not just transfer content but also makes the statement even more eye-catching. A small subline and the logo disclose the overall topic!