Heura
campaign / advertising / typography / art direction / academic projectHeuraWe’re not here to convince you
The harder they try to convince you, the less you want to do it.
Every plant-based food campaign talks about the planet, about health or about tasting just like meat. They all try to convince. Heura does the opposite: we’re not here to convince you, because convincing never changed anyone. Tasting does.
Most people already know the benefits. The problem isn’t information, it’s attitude: nobody wants to be told how to live.
The campaign turns that resistance into the concept. Typography is the image: headlines filled with food that never give orders. The posters lead to tasting points in the metro, with no promoters and without the word "vegan". Whoever tries it finds out afterwards that it was Heura.
- Sector
- Food
- Year
- 2026
- My role
- Concept and art direction
- Deliverables
- Creative concept
- Out of home
- Activation
- Social media
Insight
When people feel they are being lectured, they stop listening, even if the argument is right.
Tension
Every plant-based brand tries to convince, and convincing is exactly what pushes away those who aren’t there yet.
Idea
We’re not here to convince you. We’re here for you to try it.
Out of homeNot the planet, not health, not "tastes just like meat". The headlines don’t give orders: they leave room to decide.
ActivationEach poster leads to a tasting point in its station. No promoters, no leaflets and no word "vegan".
The cardFirst you taste. Turn the card over and you find out it was Heura.
Social mediaOn social media, the same tone: typography as the image and no lectures.
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