Make everything worthwhile by Carulla Cooking School

What if a cooking school wasn’t just about cooking?

The Brief

  • Context

    Behind every ingredient lies an extraordinary story of effort, dedication, and craftsmanship. Yet too often, that work is overlooked when food is treated without care.

    As a cooking school, we set out to remind people that great ingredients deserve more than a mid meal.

  • Idea

    Make everything worthwhile

    A print campaign that uncovered the human stories behind everyday ingredients, inspiring people to cook with greater appreciation, and intention.

OOH | Print Campaign | Brand Awareness

Carulla Cooking School won a cannes
Carulla Cooking School won a cannes

+35% Student Enrollments

By changing the way people see food, we motivated them to take the next step in their culinary journey.

Post-production process

Just as we showed our audience the value behind every ingredient, here I want to show the value behind the work. The process, the craft, and the details that bring the final piece to life.

Sea crew adjusting fishing gear on a boat in stormy weather while seagulls fly overhead.
A dramatic scene of a ship caught in a storm with large waves and lightning, crew members in orange raincoats working on deck, with a superimposed image of a lobster on a plate on the right side.
A stormy ocean scene showing a fishing boat with workers in orange waterproof gear, waves crashing, seagulls flying, and lightning in the sky. An overlay of a social media post featuring a plate of octopus and a comment with emojis is present on the image.
A fishing boat in turbulent stormy ocean waters with crew members in orange raincoats working amidst rough waves. A basket of seafood with a decorated card reading 'honey' is floating in the water, and seagulls fly above as lightning strikes the sky.
A large fishing boat at sea during stormy weather with crew members in orange rain gear working on deck. There is a massive cooking cage filled with lobsters hanging over the water, which has a printed Instagram post with a lobster on it. Lightning flashes in the sky.
Two women wearing conical hats wade in a flooded landscape during a storm, with mountains and rain in the background.
A dense, foggy jungle landscape with water, trees, and lush greenery. There are four women in traditional clothing harvesting water plants, wearing straw hats, with one holding a basket and another a tray of food, overlaid with a Facebook post showing a woman with a tray of food.

Previous | Next

A digital collage depicting a lush, green swamp scene with several women wearing traditional conical hats, wading through water, collecting shellfish. Overlaid on this scene is a Facebook profile post showing a woman holding a plate of food, with a caption indicating that Andrea Aime changed her profile picture.
A digital collage showing a rainforest scene with people in it, including a woman and a child, overlaid with a Facebook post image of a woman holding a plate of food. The rainforest is misty with dense green vegetation, trees, and a river, and the Facebook post is a modern contrast with a smiling woman.
A digitally edited image shows a lush green forest with a river where several elderly women in traditional hats are wading and collecting items from the water. In the foreground, a woman holds a basket filled with round objects, and there is an inset image of a young woman holding a plate with food, including a cookie decorated with a face. Text in the bottom right corner reads "Make everything worthwhile" and "Carulla Cooking School."

Awards & Recognitions

Cannes Lions
Shortlist - Print

The One Show
2 Merits - Print & Outdoor

Work published in Lürzer’s Archive