Photographer James Day was commissioned by Adam & Eve/DDB to shoot the latest campaign for Marmite’s new chilli spread called “Dynamite”.
James was tasked with playing off their tag line “Love it. Hate it.” He shot the jars in his studio, in various incarnations of exploded Marmite. Three posters were later created to give the impression that the iconic yellow lid was blown out the top of the poster and into the real world. The animation was created to run on in store digital posters to augment the OOH executions.
Shout out to Ben Tollett, Creative Directors Jon Farley and Alex Lucas, and producer Jaki Jo Hannan for their help in bringing the campaign to life.