The Real Thing but made for Humans YEAR

2020

RANGE OF WORK


Photography, retouch, art direction
DESCRIPTION

Visual artefact to illustrate my bachelor's thesis.

CREATIVE IDEA


The core finding of my thesis - "The Real Thing but made for Humans: Brand Authenticity in Coca-Cola and Oatly" - is that Coca-Cola and Oatly, two brands that appear to be very different, symbolise something authentic to their consumers. The design artefact aims to show that brands are not always what they appear to be, and that brand authenticity is a complex subject.
EXECUTION

I shot photographs that I used to design a series of posters employing the advertising codes of Coca-Cola and Oatly to complement the analytical section of the thesis, built around their advertising techniques.
REFERENCE

The images on the posters are 'detrournements' of Coca-Cola and Oatly adverts. The Situationist movement, and especially the magazine Adbusters, was the main inspiration in the making of these images. I wanted to channel their ability to disturb the spectators' perception through parodies of famous adverts. The Coca-Cola bottle is full of oat milk, and vice versa. The slogans on the posters are all derived from the two brands. The fonts are similar to those used by the brands in their own adverts, in order for the posters to evoke a feeling of familarity. The aim of the project is to present both case studies and question the notion of authenticity.