KRAV (2022)
NO BEES. NO FOOD.
The cookbook without food.

Bees and other insects, a crucial part of biodiversity and our food production, are currently being threatened due to non-organic food production. In Sweden we purchase more cookbooks per capita than anywhere else in the world. So, to raise awareness about what we choose to eat today affects what we can eat in the future, we created another cookbook. KRAV, a Swedish organic food certification, together with 31 of Sweden's most famous chefs and food creators, got together to develop a delicious and inspiring cookbook.

There's just one catch - the cookbook is completely without food and ingredients. As the concept of biodiversity felt complex and abstract, the cookbook became a concrete tool that put the question on the (dinner)table. The campaign raised 16 million views in earned media without any media spent.

In our case film we got one of Swedens most famous chef, Erik Videgård, to talk about the book while cooking nothing from the cook book.
In the images, plates and dishes echo empty. We see a fork twirling... nothing. The cookbook's images were created together with two of Sweden's leading creators in food photography – photographer Roland Persson and stylist Elin Åström.