Alex Badarau

PAUL

Project

Petit dejeuner a porter


Role

Lead Copywriter


Agency:

McCann Bucharest

According to research, most Romanian white collars skip the most important meal of the day entirely, focusing much more on what to wear than what to eat.


So alongside Paul we transformed breakfast into a fashion statement and food stains into desirable patterns. The menu doubled as a catalog and, all-in-all, breakfast changed from an obligation to something chic.