A satirical campaign, sponsored by Wealthsimple and Grind, that used avocado toast to get millennials talking about investing.
Brief
Develop a campaign, culminating in an event, which seeks to educate millennials on financial management.
Outcome
I developed a campaign sponsored by Wealthsimple and Grind. The campaign was designed with virality in mind, playing on the popular theory that millennial economic misfortune comes down to spending too much on avocado toast — using a sense of irony across the campaign material to satirise that theory rather than argue against it directly.
My role
On this project I led the branding, UX/UI design, motion graphics and tone of voice for the campaign.
Toolkit
- Design —
- Adobe Suite · Sketch · Flinto
- Typography —
- Montserrat · Garamond
01Posters and a game, designed to go viral
A set of posters advertised 'Brunch & Learn' events, where free avocado toast was served alongside financial advice — displayed across the London Underground and pointing millennials toward Instagram Stories and a website where they could register for the event.
To extend the joke further, a Space Invaders–style mobile game let players fire avocado stones at materialistic 'millennial goals', deepening the satire that millennial economic hardship comes down to avocado toast rather than the economy.
02A menu that doubles as a pitch
At the events themselves, ready-to-invest packages were presented as if from a brunch menu — riskier investments styled as bolder, spicier dishes, gentler ones as familiar comfort food — carrying the same irony through from poster to table.
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