In 2017 I was asked to revive Delicato's legendary concept across social media, print and outdoor.
The challenge was finding new angles and making it relevant at a time when people consumed more and more content in social media. The strategy was to become part of the entertaining content in the feed — while also spreading a bit of joy out on the streets.
The result was a series of ads that openly poked fun at health trends, calorie counting, LCHF and beach diets. Because honestly — who has the energy to count calories when it's time for coffee and cake?
