For Carrefour's meal prep campaign, we needed to find a new territory  So we decided to dive further into Romanian's kitchens. Although Romanian cuisine isn't as established as that of the French, Italians, or Greeks, we have found it to have something unique. For once, the focus shifted from the food to how Romanians cook.

They improvise and even dare to change the recipe completely to their own liking. They break the rules of the recipes.

So we named them The Kitchen Rebels and we put them and their rebellious spirit in the spotlight. We changed the traditional food campaign perfection, and instead we showed the true face of cooking trough the real recipes people create and change in their homes.

Client: Carrefour Romania

Art Direction: Vlad Socianu; Bianca Matache

Photography: Ciprian Tantareanu

Food stylist: Adelina Lupu

Retouching: Alexandru Tudoran