Materne, the famous belgian jam brand, wanted to come back to a wide b2c campaign on bus shelter, a media they had used for years.
Concerto had the opportunity to develop the new campaign for Nextage agency. The intention was to show 3 different products, 3 different consumer profiles and 3 different ways to consume the product. The led to the idea of a kind of family saga.
Up to now, Materne was focusing on the product, its qualities and packaging. We managed to introduce the consumer in the image, highlighting the tasting moment of a pleasure-product. This resulted in colorful and lively visuals, but where the jam jar is still the star.