Agency Definitely Not Running Out of Ideas Unveils Campaign Based Entirely on Lettuce Types
In a bold move that no one asked for, boutique agency Spindle & Crisp has launched a nationwide outdoor campaign themed entirely around lettuce varieties. According to the agency’s creative director, Tyler Rusk, 'it’s a metaphor for the rich diversity of human experience.' The concept, titled 'Layers of You', features oversized billboards showing high-res images of butterhead, romaine, and—controversially—endive, accompanied by vague copy like 'Unfold the you within.'
The client, a mystery CBD beverage company with a silent 'k' in its name, reportedly gave the agency full creative freedom after a workshop in Taihape that involved blindfolds and beetroot dye. 'They were expecting something derivative about chakras or sleep patterns,' Rusk said, 'but then Parker from strategy said “radicchio” out loud and we were off to the races.'
Internal sources admit the idea was originally born out of a salad bar confrontation during a failed team wellness day. Jacinda Fordyce, junior art director and part-time kombucha embroiderer, confided, 'Honestly, it started as a passive-aggressive mood board after our ECD mocked my lunch.' The campaign cost just over $340,000 and included hand-delivered leaflets folded into origami cabbages and an Instagram filter that mistakes foreheads for arugula.
Despite early confusion, the effort has already been shortlisted for Best Use of Accidental Texture at the Rotorua AdDo Awards and is inspiring similar concepts at rival agencies. When asked what’s next, Rusk hinted at a possible follow-up campaign exploring the psychology of forgotten herbs, 'but only the ones that start with “t”.'
The client, a mystery CBD beverage company with a silent 'k' in its name, reportedly gave the agency full creative freedom after a workshop in Taihape that involved blindfolds and beetroot dye. 'They were expecting something derivative about chakras or sleep patterns,' Rusk said, 'but then Parker from strategy said “radicchio” out loud and we were off to the races.'
Internal sources admit the idea was originally born out of a salad bar confrontation during a failed team wellness day. Jacinda Fordyce, junior art director and part-time kombucha embroiderer, confided, 'Honestly, it started as a passive-aggressive mood board after our ECD mocked my lunch.' The campaign cost just over $340,000 and included hand-delivered leaflets folded into origami cabbages and an Instagram filter that mistakes foreheads for arugula.
Despite early confusion, the effort has already been shortlisted for Best Use of Accidental Texture at the Rotorua AdDo Awards and is inspiring similar concepts at rival agencies. When asked what’s next, Rusk hinted at a possible follow-up campaign exploring the psychology of forgotten herbs, 'but only the ones that start with “t”.'