Take Your Lunch in Hand

Knees to Chin invites workers to take their lunch back in hand.

For its very first awareness campaign, Brussels street food brand Knees to Chin partners with creative collective unknown.collective with a quirky, offbeat tone.

Today, lunch breaks rarely feel like real breaks. According to a recent study, 60% of employees eat lunch in front of their computers, trapped between emails and meetings. For the back-to-work season, Knees to Chin, the Brussels brand specializing in reinvented spring rolls, wanted to bring lightness and common sense back to our routines with a clear message: your lunch deserves better than a screen.

Tailor-made and produced by independent creative platform unknown.collective, following strategic positioning work led by Nick Moors, the campaign "Take your lunch back in hand" literally gives a voice to the ingredients inside the brand's famous rolls.

Absurdity and Humor in the Service of Common Sense

In two short films directed by Louis Vielle, a giant shrimp and sweet potato crash into the lives of office workers about to eat lunch at their desks. And they are definitely not happy about it. The shrimp, after being caught, boiled, peeled, and spending its life eating the finest algae to get nice and plump, has no intention of ending its career in front of an unread email. The sweet potato, having spent three weeks underground, feels it deserves a little more respect as well.

By pushing absurdity and drama to the max, the campaign delivers a clear takeaway: if you won't take a break for yourself, at least do it for your lunch.

A Production Choice Focused on Craft

Unknown.collective opted for a 100% handcrafted production. The entire campaign was shot on film, featuring analogue photography and custom-made character costumes (the shrimp and sweet potato) designed by Manila Magic Decor. The campaign features two 30-second films adapted for social media (across various formats, static assets, etc.), paired with catchy, humorous copy. Additional activations and influencer collaborations are scheduled for the coming weeks.

With this campaign, Knees to Chin continues to champion a simple view of lunchtime: a moment worth stopping for, stepping away from your work, and above all, taking back in hand.