The Whole Engine (01)

Creative idea

We challenged the myth that healthy snacks must be tasteless. In a market dominated by artificial, heavily marketed products, Züber built its manifesto on “real snacking.” The campaign portrayed everyday “fake” moments—excuses in relationships, shallow friendships, exaggerated service promises—and contrasted them with Züber’s natural ingredients. Each film asked: “Really, how did we eat those?” The big idea: when you notice the artificial parts of life, you rediscover the taste of the real. Through bold storytelling and relatable insights, Züber positioned itself as a healthier yet delicious alternative in Turkey’s snack industry.

Brand name: Züber
Advertiser / client: Züber
Product / service: Healthy Snacks
Campaign name: How Did We Eat Those?
Agency network: INDEPENDENT AGENCY
Agency: aRthuR Istanbul