B R A N Dchobani
–feed tomorrow
–Why are we obsessed with dystopian futures? What if we imagined a future for ourselves that was in balance with nature and full of optimism? This was the starting point for this campaign. It’s a nostalgic look towards a vision of a world worth fighting for. It’s not a perfect utopia, but a version of a future we can all reach if we just decide to put in the work. Because the things we buy, the way we work, and the food we eat all shape the world for the next generations.
“Dear Alice”, the main film in the campaign, is a love letter from a grandmother to a granddaughter and an optimistic vision of the future of farming. It’s a longing look towards a new era of agriculture.
Brand commercial for the campaign
SCORED BY JOE HISAISHI
The music for our film is a completely unique score made by long-time Studio Ghibli composer (and absolute legend) Joe Hisaishi (Yeah, I can’t believe this happened either). So here's the music by itself, for your hearing pleasure!
IT INSPIRED A VIDEO GAME
The world we created and its optimistic depiction of life and farming in the future even inspired a video game available in multiple platforms.
In the shorter 15-second product commercials you can have a glimpse at other parts of this idyllic future.
Chobani Oat 15s product commercial
Chobani Probiotic 15s product commercial
Next Bite - PODCAST
We also created a new podcast about the future of food where we explored how meals are more than their ingredients. In it, we show how there’s a web of people, communities, and possibilities behind every bite. In three parts, you can hear from several changemakers who are rolling up their sleeves to re-imagine how we farm, cook, and bring everyone to the table.
a TRUE WORK OF WORLD-BUILDING
In a true attempt at worldbuilding, we approached this project with the intention of creating a world that felt alive. To bring that world to life, we collaborated with the animation studio The Line, along with several concept artists and illustrators. Every character was individually designed by hand, and all artwork was created by real people, with no AI used at any stage of the process. We developed a backstory for both the world and its inhabitants, and even worked with a science fiction writer to shape the lore and even envision how this society’s economy might function.
