Electrolux #NãoJogaForaNoLixo Campaign | Brazil
Art Direction & Food Styling
Project Overview: Sustainability-focused digital campaign for Electrolux Brazil promoting conscious consumption and food waste reduction. This innovative campaign combined culinary artistry with environmental messaging, showcasing how proper food storage and kitchen appliances can minimize waste.
My Role:
Art Director - Developed visual strategy aligning food presentation with sustainability messaging
Food Stylist - Created compelling food compositions that demonstrated waste reduction techniques
Creative Consultant - Ensured authentic representation of Brazilian culinary culture while promoting conscious consumption
Creative Challenge: Transforming a potentially negative topic (food waste) into visually appealing content that would inspire behavioral change while showcasing Electrolux kitchen solutions in an organic, non-promotional way.
Approach & Execution:
Designed food styling that celebrated ingredients at various stages of freshness
Created visual narratives showing transformation of "leftover" ingredients into appealing dishes
Applied sustainable styling practices throughout production
Integrated multicultural perspective to resonate with diverse Brazilian audiences
Collaborated with production team to ensure zero waste during filming
Key Hashtags & Messaging: #NãoJogaForaNoLixo #ConsumoConsciente #AlimentaçãoConsciente #SuaCasaBemVivida #CozinhasElectrolux
Impact & Results: This campaign demonstrated my ability to merge food styling expertise with meaningful social messaging, positioning sustainability as aspirational rather than restrictive. The project showcased technical proficiency in food presentation while advancing environmental consciousness.
Skills Demonstrated:
Sustainable food styling practices
Social impact campaign development
Brazilian market cultural sensitivity
Cross-platform content creation
Environmental messaging through visual storytelling
Watch the Campaign: Electrolux #NãoJogaForaNoLixo