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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?

CREATIVE

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

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