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Transforming potato waste into stories
Duynie - Food product launch
Request
Industry: AgriFood
Transforming waste into sustainable solutions
Duynie asked us to create a presentation showcasing their upcycled solutions, including byproducts like potato starch, grains, and corn. The goal was to highlight the versatility of these ingredients across various applications—from pet foods to the bio-gas industry—while emphasizing their sustainable, GMO-free, and European-sourced qualities. The presentation needed to convey the benefits of sidestream production and Duynie’s commitment to innovation, sustainability, and high food safety standards, targeting both industry experts and eco-conscious consumers.
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Duynie’s approach to reducing food waste through upcycling
True north
Celebrating the power of upcycling
It became clear early on that Duynie’s true innovation lies in transforming various waste byproducts into valuable, sustainable solutions. How do you turn waste into something meaningful and impactful? We knew we had to highlight this magical transformation and create a captivating world where waste—whether from grains, corn, or potatoes—becomes opportunity. This approach allowed us to craft a narrative that not only showcased sustainability but also celebrated the creativity and innovation behind upcycling.
Creating a magical world that celebrates sustainability and upcycling.
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Ideation
Crafting Duynie’s story through imagination
Our goal was to connect Duynie’s true innovation directly with their brand name while building strong brand awareness through a product launch campaign. That’s why we developed the concept of creating an imaginative world where Duynie is at the center. In this creative space, we tell the story of upcycling—how it works, why it matters, and its global significance.
By building an imaginative world around the products and anchoring the brand within the narrative, we showcased Duynie’s innovative process of transforming various waste byproducts—like grains, corn, and potatoes—into valuable, sustainable solutions. This approach not only reinforced brand recognition but also helped create a memorable and impactful brand presence while introducing their upcycled solutions to the market.
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Creation
Simplifying science through playful animation
In the creation phase, we brought Duynie’s innovative upcycling story to life through a digitally created stop-motion animation style. While the look and feel were inspired by handcrafted visuals, we designed the entire animation digitally, giving it a textured, tactile quality.
To ensure the complex story resonated with the audience, we gave it a playful touch, simplifying the intricate science behind Duynie’s innovations into something easy to understand and memorable. This approach made the narrative engaging, approachable, and easy to share, ensuring the story of sustainability and innovation stuck in the minds of viewers.
Deliverables
Communication strategy
Concept development
Animation
Social Media spin-offs
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Our imagination at work
We’re always excited when customers give us the freedom to create something truly unique. Imagination is key to turning complex, potentially dull topics into compelling stories. By simplifying science and making it visually unforgettable, we crafted a distinct style that ensured the message was both clear and impactful.
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"Our industry is often seen as too technical or dry, but this project proved that storytelling can bring it to life. The way the team turned complex processes into an engaging narrative made a real impact on our audience."
– Duynie Marketing Manager