The (Un)official Sponsor of Cultural Innovation
Creative concepting, visual identity, and cross-functional execution across social, print, and digital.
Creative concepting, visual identity, and cross-functional execution across social, print, and digital.
Client: UN(THINK)
Creative Lead: Genaldri Tjahjadi
Strategy Lead: Jazmine Mikell
Art Director: Dina Shehab, Alexis Brown, Genaldri Tjahjadi
Creative Director: Nancy Tag
UN(THINK) reframed flour as more than an ingredient; it became a platform for cultural celebration. This campaign positioned the brand as the Unofficial Sponsor of Cultural Innovation, honoring culinary heritage across generations and communities.
From Latin American pastries to Asian dumplings and Mediterranean breads, the strategy spotlighted flour’s role as a cultural cornerstone. Through vibrant visuals, transit posters, and a story-driven microsite, the campaign embraced underrepresented traditions with pride and appetite. Digital banners, video, and recipe content invited audiences to see flour not as a commodity, but as a keeper of culture.
The pitch won the account. What began as a celebration of food and heritage evolved into a larger reframe of UN(THINK) flour; not just as a baking ingredient, but as a vehicle for storytelling, innovation, and cultural connection.
The campaign laid a strong creative foundation for future launches while positioning the brand as an ally in both tradition and progress. By reframing UN(THINK) through the lens of identity and innovation, The (Un)official Sponsor of Cultural Innovation became more than a concept—it became a commitment.