The Belgian advertising agency Gutzandglory set up a campaign to promote the brand Smeg. Their goal was to raise awareness on the Italian brand’s complete gamut of freestanding as well as built-in kitchen appliances. The campaign “It’s so me” was all about showcasing the variety of people buying Smeg and their different (kitchen) surroundings that reflects who they are.

For this campaign, I was asked to design two quotes.

“Life is what you bake of it” had to be made in a rather classic-romantic style. For “Life is short, eat dessert first” I went for a more playful and bubbly lettering style.

The designs were printed on tote bags and the cherry on the cake (oh yes, I said it) was that I got to paint live on a big canvas on Batibouw, an annual construction fair in the Expo in Brussels.