VOGEL’S BREADYWEAR
2025
Senior Art Director
DDB Group Aotearoa
2025
Senior Art Director
DDB Group Aotearoa
Vogel’s is New Zealand’s most beloved bread.
Problem is, we can only get it here. And with record numbers of us leaving, there’s a lot of young Kiwis out there missing their favourite loaf. Of course, we can and do take it over the border, but at almost 1kg per loaf, it comes at a significant cost to your weight limit. Until now.
Problem is, we can only get it here. And with record numbers of us leaving, there’s a lot of young Kiwis out there missing their favourite loaf. Of course, we can and do take it over the border, but at almost 1kg per loaf, it comes at a significant cost to your weight limit. Until now.
Breadywear. The intersection between fashion, and pieces of bread.
BreadyWear leverages a convenient loophole in the airline rulebook. Checked bags and carry-ons? Weighed, scanned and regulated. The clothes on your back? A total free-for-all. So knowing that, we made a collection, consisting of: The Breaded Jacket, which holds up 32 slices, the Neckloaf, a chic travel pillow that carries two whole loaves, and the Rye Mask, good for two slices.
Probably the world’s first high-end, bread-related fashion boutique.
We launched the collection airside in the Transit Corridor at Auckland International Airport, where Kiwi leavers could pick up their BreadyWear as they headed off on their travels. We also created a bread-fashion film, OOH and social to spread the bread nationwide.
