DESIGN
CULTURE (2025)
The Edible Spreadable Luxury Exhibition - Stork
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| Title: | The Edible Spreadable Luxury Exhibition |
|---|---|
| Brand: | Stork |
| Product: | Stork Country Blend |
| Agency Name or Internal: | MetropolitanRepublic |
| Production Company: | Sanaa Films |
| Brand Representative/Marketing Director: | Danisa Parks |
| Agency: | MetropolitanRepublic |
| CCO: | Paul Warner |
| ECD: | Linda Hächler |
| Copywriter: | Gosiame Ntshole |
| Art Director: | Louise Laas |
| Strategist: | Josie Fisher |
| Director: | Sanaa Mothabisi |
| Producer: | Dumisane Mvumvu |
| Business Unit Director: | Tarquin McKie |
| Production House: | Sanaa Films |
| Post Production: | House on Fire |
| Media Agency Partner: | TDMC |
| Executive Summary: | How do you turn butter spread into art — and luxury into something you can taste? To launch Stork Country Blend, a new butter blend promising rich indulgence and effortless spreadability, we redefined what luxury looks and feels like in a South African kitchen. Instead of showcasing the product in ads, we sculpted it into culture — quite literally. Stork’s “Edible Spreadable Luxury” campaign came to life as a bold design intervention: a temporary art exhibition where the centrepiece wasn’t just inspired by food — it was food. We collaborated with Cow Mash, a renowned South African sculptor, to create Gopolang Gae (Remember Home) — a large-scale, edible sculpture made entirely from Stork Country Blend. Inspired by traditional baking bowls passed down through generations, the piece became a metaphor for shared history, domestic warmth, and the luxury of home. But the moment didn’t stop at admiration. Guests were invited to devour the work — to touch, tear, spread, and eat it. A bold inversion of gallery norms, the act turned consumption into communion. Stork carved new meaning into its category — not just launching a product, but an idea: Luxury isn’t reserved. It’s made to be shared. |
| Additional Credits: | Agency Producer - Phumee Kumalo |
| Additional Credits: | Music Composer - Etienne Hächler |
| Additional Credits: | Editor - Jamie Taylor |
| Additional Credits: | Production Manager - Chale Darwin |
| Additional Credits: | Post Producer - Tarryn Reddy |
