For this campaign that has a very simple tagline 'Order in.', they used something that's very familiar to those who are ordering food to go: the takeout (or takeaway) bag. The outdoor camapaign features the omnipresent brown bag but hand-cut to show the traditional apartment buildings found in Norway with square and arched windows plus an arched doorway.
The hand-cut image was then captured on camera by photographer Catharina Caprino for the campaign and there were no digital touch-ups for this. Everything was done in-camera, including the window light turned on in one of the windows. The minimalist design of the imagery that will be used for the campaign adds to the pretty simple message that they want to convey. The paper bag is already pretty simple so they just needed a couple of elements to complete it.
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