Arla lempi

Role: Graphic design & Motion Graphics | Company: Kurio | Client: Arla Lempi | Year: 2024

REcipe of lenience

Arla wanted to connect more deeply with their target group, the "optimistic home cooks." They needed an enduring umbrella concept, and thus, the Recipe of Lenience campaign was born.

A nationwide study in Finland revealed a universal truth: we all experience kitchen mishaps, and we could all use a little more lenience (Lempi in Finnish) toward ourselves while cooking. This insight fueled a humor-filled 360° campaign, featuring recipe videos, manifestos, tactical assets, and printed ads.

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Tactical assets in dooh & social

We designed a variety of motion graphic assets to showcase Arla Lempi’s extensive range of cooking products – highlighting both individual items and broader product portfolios. Each tactical asset carried our core messages: It doesn’t matter if you forgot a few ingredients at the store or if things didn’t go exactly as planned – Arla Lempi products help you embrace your cooking moments with kindness.

The DOOH materials were prominently displayed across Helsinki, spotlighting different Arla Lempi products individually. Meanwhile, the social media videos reached a wider audience, reinforcing the campaign’s lighthearted and reassuring message.