Bosch “Respect the Ingredients” campaign
Bosch Canada had a clear and enlightened vision for the print advertorial portion of a larger, multi-platform campaign featuring prominent chefs. Bosch wanted single pages that didn’t overtly promote their own products but promoted cooking as a worthwhile, thoughtful, and ethical activity. These pages would sit next to and complement an existing Bosch product ad.
I suggested an interview-style piece as the most efficient way to present the chefs’ ideas directly in a limited space. I interviewed each chef and edited down the transcripts. Interviews require a delicate touch with the red pen: spoken language needs some editing to translate into readable words on a page, but too much fixing replaces the speaker’s voice with the editor’s. I also wanted to give readers a takeaway, a cooking idea they could use, thereby associating Bosch with innovative solutions. There was no room for recipes, but when Alida Solomon described a simple dandelion-strawberry salad, I had what I needed. That little nugget is just enough to inspire readers.
Bosch Home Appliances Canada
I worked with
Designer: Mike Zikovitz