HEIRLOOM - GOLD WINNER OF NEXTUP.MONKS
Every year, the advertising agency Monks has a company-wide competition using a real brief from a client. In 2023, Meta asked over 400 creatives to help them humanize VR technology and make it accessible to Gen Z. Using the insight that family recipes are not so easily passed down due to instinctive cooking skills and vague directions, we proposed that Meta use VR technology to record, transcribe, and immortalize these family heirloom recipes, preserving them for generations to come.
Then, we crafted a digital, OOH, and social media campaign to get the word out that learning your Nonna’s pizza recipe is now much easier, thanks to Meta.
Winning in the innovation category and the competition overall, Monks sent my creative partner, Anna, and me to the Cannes Lions Festival, where we were admitted to the Creative Academy, met industry legends, and made lifelong friends.