UN(THINK) shows how flour carries culture from one generation to the next.

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 celebrates the recipes, rituals, and communities that keep culinary traditions alive. A series of vibrant posters, transit placements, and a story driven microsite invited audiences to see flour not as a commodity, but as a cultural foundation shared across generations. The work was developed as part of a pitch that ultimately won the account and established the creative direction for future launches.

Billboards celebrated family recipes across cultures, reframing flour as the foundation behind beloved dishes.

Billboards celebrated family recipes across cultures, reframing flour as the foundation behind beloved dishes.

Each execution spotlighted a different cultural dish, connecting UN(THINK) flour to the traditions and people behind the recipes.

Each execution spotlighted a different cultural dish, connecting UN(THINK) flour to the traditions and people behind the recipes.

Three colorful posters in a subway station advertising Churros, ice cream, and fried foods with text promoting traditional and modernized ingredients.
Social content shared recipes, cooking tips, and cultural stories, extending the campaign beyond advertising into everyday kitchens.

Social content shared recipes, cooking tips, and cultural stories, extending the campaign beyond advertising into everyday kitchens.

A story driven microsite invited audiences to explore traditional recipes and the cultural histories behind them.

A story driven microsite invited audiences to explore traditional recipes and the cultural histories behind them.

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