FreshCotton teamed up with creative agency Arnold Amsterdam to produce the 'Baked' cookbook to promote the new range of Stüssy Amsterdam tees. The idea was to subvert the usual tactic of producing a lookbook to promote new lines of clothing.
The cookbook, which references Amsterdam’s tolerance towards narcotics, demonstrates how to create dishes using high-end ingredients and drugs – like marijuana and magic mushrooms – that can be legally obtained in the Netherlands. The recipes are interspersed with fashion pages.
In addition to the cookbook, which users can download by tweeting the company, Arnold Amsterdam also helped to create video recipes featuring chef Misha Sukyas, who wears the Stüssy T-shirts during the spots. The videos are available on YouTube.
Arnold Amsterdam has previously worked with Stüssy on social media campaigns, such as the 'Strip for Likes' project on Facebook, where pictures of a model wearing Stüssy clothes would get more revealing as more people "Liked" the ad.
Rickard Engstrom and Joris Kang’eri created the 'Baked' cookbook. Doug Hancock directed the videos through Darlings Amsterdam.
The digital execution was by Amsterdam-based studio Cartelle.
This article was first published on campaignlive.co.uk
Agency: McCann Erickson