Concept, content, videography, art direction.
Rscued is the ultimate company — saving the world by doing their thing. Today, 30% of all fruits and veggies are tossed out, often because of their unique shapes, sizes or colors. Rscued opens their arms and saves them. And then they press them into delicious juice.
We created the concept "Fruktansvärt" to put the brand in a bigger perspective. By comparing the "flaws" of fruits with the ideals we face as humans, we invite the brand and the product into a wider discussion. Jokesy claims touches upon serious matters to create engagement.