“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.”
These wise words from Jess Willis, VP executive creative director of experience design agency, Mosaic Canada, are the foundation of an inventive campaign idea for Canada’s top artisanal bakery, Ace.
The partners have developed a “bread box” designed to hold devices so that people can disconnect together.
Ace Bakery’s senior brand manager, Rachel Leung, commented, “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.”.
“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,” added Jess Willis, VP Executive Creative Director of Mosaic Canada.
Mosaic used the Breadblox’ design and packaging to underline the simplicity of the tech-like product, while still making it feel warm and approachable. To highlight its sound-blocking abilities, for example, the packaging shows a soundwave being silenced as it’s being opened, mirroring how using the product is choosing to silence distractions.
The Breadblox includes a removable cutting board and simple non-tech design to encourage breaking bread with one another, not with screens. The first edition sold out and a second run is in progress. Meanwhile, a waitlist can be joined at ACEbreadblox.com
Agency: Mosaic North America, Toronto
VP Executive Creative Director: Jess Willis
Creative Director & Art Director: Jason Soucé
Associate Creative Director & Copywriter: Sasha Newton
Senior Designer: Julia Hummel
Design Director & 3D Artist: Tony Melino
Project Managers: Jess Disipio & Danielle Castellino
Senior Director: Chris Desjardins
Account Directors: Shannon Robinson & Nicole Bakker
Director, PR & Influencer: Erin Del Giudice
Innovation Studio: Wondermakr
Producer: Alice Pelot
Agency Producers: Julia Morris & Jess Parsons
Line Producer: Shayda Omidvar
Director: Brad Dworkin
Director of Photography: Justin Black
CGI & Animation Studio: IAMSTATIC
Executive Producer: Andria Minott
Director & Partner: Ron Gervais
Animation Director: Dave Greene
Audio House: Toronto Sound
Partner & Post Production: Aaron Gaistman
Print Manufacturer: Godin Productions
Partner: Kevin Godin
Photography Studio: Westside
Photographer: Vicky Lam