Savor It

Kingsford

Charcoal doesn’t taste great if you eat it by itself but have you tasted food cooked with charcoal? Jeez Louise.

Grilling with charcoal isn’t just cooking; it’s a form of therapy. In a world where everything is instant, this is where time finally slows down. It’s the opposite of convenient but it’s an escape from overstimulation—just the sizzling and crackling sounds, alone or with the company of friends, and the delicious flavors that only patience can bring out.

Together with the incredible FCB Design Team, we also created a campaign design system made from real charcoal, including a typeface.

*This film was originally dreamed up and sold with the tagline “Slow is King” then died during casting sessions.
Months later, the incredible team of first responders did some CPR magic and brought the film back to life with a new line “Savor It” which is also solid.

Little Black Book • Work Of The Week

Agency: FCB Chicago (BBDO)
Role: Creative Direction, Art Direction