CAN'T STOP SMILING
ST. DALFOUR: Fruit spread campaign
Campaign Concept / Art Direction
EXPOSITION
St. Dalfour is a premium French fruit spread, handcrafted from 100% fruit with sun-ripened grape must instead of refined sugar. But "all-natural" carries a quiet penalty: people assume healthy means joyless. The challenge wasn't proving the recipe was pure. It was proving purity could still feel like a treat.
PLOT TWIST
So we cast the last man on earth who’d ever allow himself dessert. David Dvir, dancer and famously strict reality-show judge, is all discipline and hard no's. He gives nothing away, not in his verdicts and not in his face. If St. Dalfour is what finally cracks him, that's the whole argument, no health claim required.
ACTION
We built a comedic TV spot and digital campaign around that grin. I led the creative vision and communication design, supervising the shoot and edit to keep the comedy in the timing, not the tagline. The joke sells the product: the strictest judge in the room, completely undone by fruit.
