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Client: McCain Lighter Home Chips
Brief: ‘Lightness that doesn’t compromise taste’
Agency: adam&eveDDB, London
Role: Art direction and copy

The goal of this OOH campaign for McCain Lighter Home Chips was to debunk consumer misgivings that a lighter product means less taste. Therefore we set out to capture an everyday meal in a beautiful way, which illustrates deliciousness so well the audience will want to reach out and grab a chip.

A challenge we faced was making the districting between a lighter calorie product within an image. The solution was to capture the chips in a mid-serve snapshot as if floating from the plate. This off-guard moment in a family home draws you into the scene with the low shot angle and warm, homely colour palate. The chips create a disturbance, pinging peas around the plate, adding dynamism and excitement whilst looking as desirable as possible.

Photographer: Alex Telfer