ARTISANAL CRAFTSMANSHIP

PROBLEM
Artisanal craftsmanship has everything that we consider important: it’s sustainable, personal, made by humans. However, many people consider it to be old-fashioned. They don’t know what makes craftsmanship better and choose the things that are marketed as A-listed. How do we show the true value of artisanal craftsmanship?












SOLUTION
Often the A-labels are not really a sign that something is truly important. Therefore, we use these A-labels and show that the only true A-label is ‘Ambachtelijk Vakmanschap’ (artisanal craftsmanship).

CREATIVE
We ask three artisans to create an A in their own craft and material. This process is the foundation for the campaign.