The Deconstructed Brief



Brand: JWT Amsterdam

Agency: JWT Amsterdam


  • Deconstruct the dinner plate
  • Remind viewers about the origins of the menu and ingredients


“A great meal takes hours to produce but only minutes to consume.”


One Thought:

What’s really on the menu?

Lessons to be learned:

  • Nonmonetary ROI — Creative for the sake of creativity is okay. It keeps smart people challenged and inspired, and those hours with no monetary return result in bigger, better, profitable creative down the road.
  • Patience is bitter, but its fruit is sweet — It’s easy to forget that the best barbecued brisket takes 20 hours to smoke, and your favorite 22-minute episode of “The Office” took more than a week to produce. Patience is important, because making something beautiful or making something delicious takes time and incredible attention to detail.
  • Origins matter — By breaking food down to its raw ingredients, the JWT creative team challenges viewers to question the origins of their food and reconsider the ingredients. Where did those chili peppers come from? Who planted them? How long did they roast? It makes the consumer consider the importance of the raw-component ingredients — it makes them the heroes of the dish, instead of the afterthoughts stuck between your molars. 
  • Creative perspective — Great ideas don’t dance in front of creative directors in their cubicles. Sometimes they’re served for lunch on a cafeteria tray by a chef to a photographer. Your best new product might not come from the product innovation team; it might come from the accounting intern or the Midwest regional sales director.

What they told Adweek:

“We love spending some of our creative energy disrupting the traditional client brief structure by coming up with stuff that nobody’s asked for,” says Bas Korsten, executive creative director. “Because it helps us to define ourselves. To take us to places we’ve never been before. Rob and Robbie’s project is exemplary of that — two guys who just took an idea and ran with it.”