After three successful “More Than a Plate” campaigns, myPlates tasked me with maintaining the same strategy I developed, but this time, the goal was to make the campaign even more fun.

I introduced a bold, new art direction for myPlates, shifting the tone to a playful, vibrant, and less serious brand positioning. This approach not only encourages customers to have more fun with the product but also appeals to a new audience who may not have previously considered personalised plates.

The result is a lively light-hearted campaign that builds on the success of the previous three campaigns, with a large range of assets that further highlight how personalised plates are truly “more than a plate.”