Bonsoy boasts a devoted following; aficionados are known to leave cafes if it's not on the menu. We aimed to spread this dedication widely with the catchphrase "But is it Bonsoy?" We transformed it into a stencil, 'interrupting' food and drink scenes, posing the crucial question. Our in-camera captures defy over-edited FMCG marketing, resonating with Bonsoy's indie, down-to-earth essence.
Role: Art Director
