Dukes: Dukes

Credits & Description:

Advertised brand: Dukes Bread
Advert title(s): Fuck Salad
Headline and copy text: “Fuck salad”
Advertising Agency: BooneOakley, Charlotte, U.S.A.
Creative Director: David Oakley
Art Director: Laura Beebe
Copywriter: Mary Gross
Photographer: Laura Beebe
Additional credits:
Designer: Savannah Jackson
Retouching: Hac Job
Published: September, 2018
Short rationale: For Dukes Bread, an artisinal, all-natural bakery, BooneOakley baked their headlines directly into the client’s loaves, at first, literally. The loaves’ tops were floured through a stencil so that, as the bread baked in the oven, dark letters emerged on the lighter, floured background. Unfortunately the “type” was not sharp enough and ultimately the finals were retouched.