UN(THINK) celebrates the recipes, rituals, and people who keep culinary heritage alive.

The (Un)official Sponsor of Cultural Innovation

UN(THINK) reframed flour as culture. From Latin American pastries to Asian dumplings and Mediterranean breads, the platform honors recipes, rituals, and the people who pass them on. Vibrant posters, transit, and a story driven microsite invite audiences to see flour not as a commodity, but as a keeper of culture. The pitch won the account and set a roadmap for future launches.

Billboard advertising Nani's authentic dumplings with natural ingredients, featuring a hand holding chopsticks over a bowl of soy sauce and dumplings.

Billboard advertising Nani's authentic dumplings with natural ingredients, featuring a hand holding chopsticks over a bowl of soy sauce and dumplings.

Billboard advertising Nonni's original spaghetti, showing a fork twirling spaghetti with cherry tomatoes and sauce, with trees and a blue sky in the background.

Billboard advertising Nonni's original spaghetti, showing a fork twirling spaghetti with cherry tomatoes and sauce, with trees and a blue sky in the background.

Three colorful posters in a subway station advertising Churros, ice cream, and fried foods with text promoting traditional and modernized ingredients.
A smartphone displaying an Instagram post about Nonni's original spaghetti, surrounded by informational cards promoting UN(THINK) Power Flour and Nonni's spaghetti, with details about recipes and health benefits.

A smartphone displaying an Instagram post about Nonni's original spaghetti, surrounded by informational cards promoting UN(THINK) Power Flour and Nonni's spaghetti, with details about recipes and health benefits.

Laptop screen displaying a website with a search bar for traditional churros recipes, tips and tricks for making churros, and a list of churro recipe links, with a partially visible image of churros.

Laptop screen displaying a website with a search bar for traditional churros recipes, tips and tricks for making churros, and a list of churro recipe links, with a partially visible image of churros.

A street food stand with signs advertising fried foods, featuring images of fried chicken and French fries. Two people wearing dark clothing and winter hats are standing in front of the stand.

Art Director: Genaldri Tjahjadi

Graphic Designer: Dina Shehab, Alexis Brown

Creative Director: Nancy Tag

Client: UN(THINK)

Program: City College of New York’s Branding and Integrated Communications (BIC) master’s program