For years, Lurpak - the premium spreadable butter brand has been connected to bread.We were asked us to strengthen this connection.

Our big idea was: 'Lurpak loves all bread - even the rejects'.We collected rejected Challah bread from major bakeries and curated them into an exhibition (at a leading art gallery) celebrating the bizarre, weird and wonderful Challah breads that no-one ever sees.

Design was kept neutral and minimalistic to focus maximum attention on the bread, leaving viewers space for reflection and emotional response.By showing bread in different stages of the industrial baking process, we presented bread as something very 'dynamic' - rather than the ‘static’ form that consumers are used to seeing in the kitchen at home.

- The three-day-exhibition generated a lot of interest and media coverage with over 250,000 media impressions.- We gave this premium brand the legitimacy to move from the supermarket shelf to the art gallery.

- We succeeded in strengthening our positioning as the champion of bread.