Multidisciplinary Art Director Adam Atkinson is a young fresh creative & designer with a Masters in Advertising & Design who also loves bake-well tarts...

Brief: Use the vice ‘Lust’ to sell a choice of pasta brand to a specified target audience.

Solution: Through research my partner and I gained a critical insight, that their is currently a demographic shift of people who are buying and eating pasta. By 2011 the largest consumer of pasta will be the over 55′s so if a brand of pasta represents itself as the main choice for over 55′s then it would gain a competitive advantage in the pasta market. Secondly we discovered (whilst keeping in line with the brief and focusing upon lust) that the over 55′s are actually very sexually active. They have no financial worries and most of their kids have left home, leaving them plenty of time for other activities. That developed into the idea of ‘Fuel your sex drive’ using subtle but slightly provocative imagery relating to the target audience.