Olaf van Gerwen

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Articles

Gen-AI en foodporn: ‘Het herschikken van pixels was al weinig realistisch’

Jan 16, 2025 | adformatie.nl | Olaf van Gerwen

De afgelopen weken werd ik meerdere keren benaderd over het nieuw Generative AI-model van Google, VEO2. Dit model koos foodporn om te demonstreren hoe goed het is. Prachtige beelden van ijsjes, hamburgers en citroenen die met gevoel voor drama in water vallen. Het resultaat: een indrukwekkende reeks die de kracht van het model illustreert, maar tegelijkertijd vragen oproept over de toekomst van mijn industrie: reclamefilm voor food & drinks.
The Great Christmas Ads Bake Off: is the food magic or meh?

Nov 18, 2024 | campaignlive.co.uk | Olaf van Gerwen

Sign in to continue Email address Password Stay signed in Limited free articles a month Free email bulletins To receive full access to Campaign's content including: Unrestricted access to all The Information and The Knowledge content Access to Campaign's in-depth features and coveted reports including additional School Reports analysis, the Annual Salary Survey, and supplementary insight from Campaign's Best Places to Work Regular data-led insight reports from Campaign AI, our business...
Say ‘delicious’ again! Why food advertising needs a Tarantino-esque shot to the heart

Jul 29, 2024 | shots.net | Olaf van Gerwen

You ever have one of those moments where you take a bite of a burger and think, “Damn, this is some serious gourmet shit”? That’s exactly what Quentin Tarantino did with Pulp Fiction. Amidst the bullets, blood and bad motherfuckers, Tarantino weaves food into the fabric of his film in such an unforgettable way, it’s practically cinematic seasoning. Now, I make food ads for a living, many of them product ads that do the hard work in the mid-funnel to help customers make choices.
What food and drink brands can learn from celebrity personas

Jul 3, 2024 | mediacatmagazine.co.uk | Becks Collins |Olaf van Gerwen |Olivia Atkins |Robert Volten

The greater the fame, the higher the fall. As a result, celebrities sometimes cycle through several iterations of their ‘identity’ to try to clamber back up to the heights of their former self or more accurately, former ‘status’. The result? Either their growth is inhibited before it even gets started or their image becomes detached from what actually made them famous in the first place.
Cannes predictions—12 food and drink campaigns that could win awards

Jun 14, 2024 | adage.com | Olaf van Gerwen

As the 2024 Cannes Lions International Festival of Creativity kicks off today, everyone has their predictions about which campaigns could bring home some hardware. Very near the top of the pile, in terms of categories, is food and beverage—which always produces creative advertising. For this piece, Olaf van Gerwen, founder and global creative director of Chuck Studios, a creative production house focused on the food and drink space, gives us his picks for Lion winners.
Irrelevant but not worthless: How to turn a rebrand into a refresh

Apr 4, 2024 | creativebrief.com | Olaf van Gerwen

Chuck Studios’ Olad van Gerwen unpacks Lyle’s rebrand Founder and Global Creative Director Chuck Studios Pick a brand, any brand. There are certain cues for food and drink brands that, without the name attached, you know who it is. A certain shade of regal purple wrapper; a lime wedge stuffed into the neck of a cold beer bottle; or the orange dust left on your fingertips. The combination of brand name and distinctive assets form the identity of your brand.
It’s no laughing matter if product marketing drives you insane

Mar 14, 2024 | mediacatmagazine.co.uk | Olaf van Gerwen |Olivia Wedderburn |Emma Saddleton |Aoife Nicholas

People often say, ‘The definition of insanity is doing the same thing over and over and expecting different results.’ In the case of mid-funnel food and drink advertising, we’re certainly seeing this played out by marketers.
Laughing at the edge of creation

Mar 12, 2024 | mediacatmagazine.co.uk | Adah Parris |Olaf van Gerwen |Emily Fairhead-Keen |Olivia Wedderburn

This curious idea is on the cutting edge of AI’s next great frontier, understanding and generating nuanced human humour. As machine learning capabilities explode, researchers are tackling one of humanity’s most intricate cognitive skills: understanding the complexities behind what makes us human. At its core, humour is deeply rooted in our distinctly human experiences, shaped by the rich tapestry of cultures, personal histories, and nuanced social dynamics we navigate every day.
Can whisky walk?

Jan 8, 2024 | fmcgceo.co.uk | Olaf van Gerwen

Olaf van Gerwen offers an insightful perspective on how portraying drinks can unlock the potential of distinctivenessYou are a CEO in FMCG. Or you aspire to be. That means you know the value of brand. In many corporations, brand is the most valuable asset on the balance sheet. Now, C-level humans can sometimes be a bit, how do I say this, distanced from everyday people. For you, product is all about COGS, production pipelines, distribution and shelf life.
The Marvelous Middle: Meet the Spider in the Web of Brand Building

Jun 16, 2023 | brandingmag.com | Olaf van Gerwen

Tom Sussman, Head of Strategy at Leo Burnett in London, said something pretty cool in a podcast recently. He described an ad as ‘an emotional, free sample of what it feels like to have the product’. Cool right? He was referring to the McDonald’s hit he helped cook up, ‘Raise your Arches’. The ad uses raising eyebrows as a signal to think ‘sod it, let’s grab a burger’. I for one am very familiar with that emotion and so it seems, I am not alone.