Liz Von Hoene Directs Lean Cuisine Campaign
January 5, 2012 by Screenmag
The first week of the new years saw the launch of a series of new spots for the Lean Cuisine “Be Culinary Chic” campaign, by JWT New York. Chelsea Director Liz Von Hoene directed the live action portion of the new campaign, while Craig Cutler directed the tabletop portion of the campaign in association with Lair.
The spots juxtapose the bright, beautiful colors of women’s fashion with the vibrant colors of fresh ingredients and the appetizing plates of Lean Cuisine’s new products. The new spots invite the audience in with their playful, fashionable imagery, and draws surprisingly apt parallels between the worlds of fashion and food, declaring, “Fashion, or food, it’s all about taste.” The familiar buzzwords of women’s’ fashion abound throughout, transforming Lean Cuisine’s chefs into designers, and so, with their clientele in mind, they’re “designing must-have meals, with no preservatives.”
The result of Liz Von Hoene and Craig Cutler’s work for Lean Cuisine is playful and fun, evoking the joys of spring with fashion and freshness, warming the hearts and minds of viewers during winters’ coldest months, and giving us all something to look forward to, but with the fresh new food from Lean Cuisine, the joys of spring are attainable now.