A Non-Traditional Ad Campaign for Angelina Bakeshop

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THE BIG IDEA

"Sugar-free wheat bread will take care of your of your physical well-being and Angelina Bakeshop will take care of your mindset"

This whole concept played around Angelina Bakeshop's white bread's previous tagline "wala buho buho" (roughly translating to 'no holes').

The favorite hole-free bread is now wholesome.

PRINT ADS

Print ad 1 for local magazine, Cream

Print ad 2 for local magazine, Cream

Print ad 3 for local magazine, Cream

OUT OF HOME AD

Ad on modern jeepney

MAJOR EXECUTION 1: A WHOLESOME MOMENT IN TIME

This concept was based on the childhood classic game, "paint me a picture." As much as everybody has their own towards a physically healthy lifestyle, the same goes for everyone's perception of what wholesome is. Even when we look up wholesome in the dictionary, it gives us many meanings. However, this concept wants to prove that the best wholesome moments are shared.

MAJOR EXECUTION 2: CONFESSIONS OF A WHOLESOME LIFE

Mechanics:

1. This booth will be situated on different University campuses around Iloilo, preferably in an area with high foot traffic such as eating areas, fields, and the like.

2. Anyone is free to enter the booth and will “confess” situations or things that make them wholesome. It can be their love for their pets, their self-care prioritization, showing kindness, etc.

3. They are encouraged to keep their confession to a maximum of 1 minute.

4. About 30 seconds from each of their confessions will be compiled in a video that will be posted on the brand's Facebook page.

5. All confessions will be posted since nobody's is inferior to another's

6. Once they are done with their confession, they may take home one loaf of Angelina Baker 's sugar-free wheat bread or a piece of merchandise of their choice

This execution was actually inspired by confessional booths. Such as the ones seen in reality TV shows like Big Brother and The Circle. Participants are free to share wholesome experiences they have had revolving around food. It can be funny sad or happy, just as long as they themselves find it wholesome. Their storytelling is only limited to 1 minute.