Mosaic CanadaLocation: CanadaProject Type: ProducedClient:
ACE BakeryProduct Launch Location: CanadaPackaging Contents: Mobile PhonesPackaging Substrate / Materials: PaperA bread company sets the table with more than just baguettes
Canada’s premier artisanal bakery, ACE, is baking up something other than bread with a tool to help people connect with one another, not our screens.
There’s nothing more powerful than breaking bread with someone. For centuries, it’s been how we connect, share and make memories. But in these modern times, a few unwanted guests have pulled up a seat to the table, distracting us from true connection – our mobile phones. In an effort to help curb the ever-so-present beeps and boops around the dinner table, ACE created the breadblox – a modern take on the breadbox that’s designed to hold devices so you can disconnect to truly connect.In reference to the campaign, ACE Bakery’s Senior Brand Manager Rachel Leung explains that “we often say that meals are sacred times to bond with those we care about, but as we’ve seen these moments are often disrupted by our device’s distractions. It’s not even enough to flip our phones over anymore – it’s been proven that the mere presence of our phones causes us to not be present.” To help, the product was designed with an “out of sight out of mind” mentality, allowing users to choose to put away their phones and know that they won’t be missing anything.
“We didn’t want to just tell people to disconnect. It was about walking the walk and actually giving people the tool to do so,” said Jess Willis, VP Executive Creative Director of Mosaic Canada, the agency behind the invention. “Breaking bead has been a tradition for thousands of years, it’s time to stake its claim once again and remove the unwanted guests from the table: our phones.”
Completing the narrative, the geometric sans wordmark, with its subtle sharp edges, help to tell the story of this modern appliance, while its unique X reinforces the idea of blocking out the noise to focus on what matters.
Mosaic North America is an agency that specializes in experience design. From packaging to products, integrated campaigns to awe-inspiring events, they believe creativity has the power to make the world a better experience.
Full CreditsAgency: Mosaic North America, TorontoVP Executive Creative Director: Jess WillisCreative Director, Art Director: Jason SoucéAssociate Creative Director, Copywriter: Sasha NewtonSenior Designer: Julia HummelDesign Director/3D Artist: Tony MelinoProject Managers: Jess Disipio, Danielle CastellinoSr. Director: Chris DesjardinsAccount Director: Shannon Robinson, Nicole BakkerDirector, PR & Influencer: Erin Del Giudice
Innovation Studio: WondermakrProducer: Alice Pelot
Production: MakersAgency Producer: Julia Morris, Jess Parsons Line Producer: Shayda OmidvarDirector: Brad DworkinDirector of Photography: Justin Black
CGI & Animation Studio: IAMSTATICExecutive Producer: Andria MinottDirector/Partner: Ron GervaisAnimation Director: Dave Greene
Audio House: Toronto SoundPartner/Post Production: Aaron Gaistman
Print Manufacturer: Godin ProductionsPartner: Kevin Godin
Photography Studio: WestsidePhotographer: Vicky Lam