When IDF were showcasing their premium quality food range into
the continental European market place, they needed to make a bold brand statement. With the help of German photographer Tobias Schult, we created the “human dog family”. These unusual characters were seated at a silver-service dining table in front of premium cuts of rib
beef below the provocative tagline. This humorous theme emphasized the premium quality of the product and was employed right throughout the launch collateral.
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