THE LAST PICNIC
Creative Concept & Art Direction
Manifesto
Have you ever seen your life through the lens of a camera?
If you have, what does it look like?
Maybe it’s soothing,steamy, fresh or maybe tasty.
Each of them nourished by connections
Connections in our hearts
with people and the little things in life
Create a community that’s yours
that nurtures your body and soul
to share happiness, affection and bonds
Because sharing is caring, and to care is to love
and life becomes much sweeter when you do
Celebrate life and get a taste of all of its amazing moments
Make it fun, make it yours, make it lékué
Art Direction
Scenes take place both indoors and outdoors. The first scenes are inside the kitchen (artificial light), while the last ones are in the field (natural light). For the field scenes, sunny day (12h). At all times we look for warm tones.
The shots vary depending on the situation, but generally in the environment of the interior of the house they will be more closed shots, while outside, more open.
The necessary elements will be kitchen utensils and ingredients for the first part of the ad. For the second, we will need food, some kitchen utensils (cutlery, glasses, etc.), a basket and a blanket.
The ad will be made from video shots. We want to make the ad casual for the young people and as is now a trend, analogue photography/video is going to be used.
Visual Guidelines
Concept Definition & Explanation
New Media Big Idea
Collaborating with various music festivals to provide attendees with collapsible silicone cups designed by Lékué. In this way, sustainability is encouraged since the cups are reusable, as they can be folded they are easy to store and they contain a strap that allows it to be hung from the wrist, backpack… Thus, in addition to promoting the Lékué brand, we also continue with the message of «Sharing is Living»
Collaborations
Strategic Plan
Category Drivers
Cooking at home
Ability to transport your food
Ability to prepare healthy meats
Reduce environmental impact by reusing
Saving money compared to eating out
Market Description
People buy Lékué for the good quality of the products. Also, because they can save you time cooking and cleaning many utensils afterwards (for example, with the steam case you don’t have to use pans or utensils). The brand allows you to cook in a healthy way, reuse (allowing you to reduce environmental impact) and the ability to transport your food where you need.
Direct Competitors
USER PERSONA
Brand
Mission
Vision
Purpose
Brand Values
To be good and conscious of the environment, help establishing a healthy diet into their customers, be trustworthy, innovative, different and committed.
Social Media
Platforms
TikTok
Plan
Posts
