Hot out of the oven! Luxurious Animals partnered with Cramer-Krasselt to create the Live Consciously, Eat Deliciously site and banner campaign.
Based around the idea of a Rube Goldberg machine that would tell the story of Panera’s commitment to their craft, we created an entire world from scratch. By blending photo and video assets that we captured in our studio with elements we created in 3D, we were able to maintain a precise level of control over fantastic contraptions that explored four of Panera’s most important brand pillars: Bread, Craft, Trust, and Community.
We paired those videos with interactive start screens and wrapped them all in a beautiful, tablet-friendly HTML5 web experience featuring an intuitive user interface that matches the whimsical, hand-made feel of the devices in the site and Panera’s brand identity. There’s also a mobile web app that brings nearly all of the features of the site to iOS or Android smartphones.
To help get the word out, Luxurious Animals built a banner campaign that leveraged the visual language we created for the site as well as the ‘Anthem’ TV commercial. The banners feel like a natural entryway to the site and tease some of its content without giving anything away (spoiler alert: Panera does give stuff away).
Lest you think it’s all crazy contraptions, the site also houses 11 articles complete with photo and video content that describe in detail Panera’s overarching commitment to quality. Explore the cycle of doing good — it’s delicious.