These plates are designed to stop you from Instagramming your dinner

Mineral water brand Bru put a QR code on them to make you think again

Published On
Apr 25, 2019

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Although millennials still seem to love it, not everyone is a fan of "foodstagramming" your food—indeed, some top restaurants even ban it—and now Bru Mineral Water, a Belgian brand, is taking a stand against it with a specially designed dinner plate.

Created by FCB-owned agency Happiness Brussels, the handmade plates are printed with a QR code that sends a message to everyone who takes photos of their food, directly within the camera screen of the smartphone. Just pointing a mobile phone camera at the plate reveals the message from Bru: "Nice photo! But don’t forget to enjoy your dining companions as well."

The plates, designed by ceramic designer Martine Keirsebilck, are available for restaurants and individuals on Bru's website. The first registrants will receive the plates for free, and over 150 restaurants requested them in the three days following launch.

It's part of an ongoing campaign by the brand to get diners to put down their smartphones, called "Bru Table Mode." It launched last September and encouraged restaurants across Belgium to display a sticker on the front door saying "This restaurant is in Bru Table Mode" and asking diners to put aside their devices while they eat.


Apr 25, 2019
Agency :
Client :
Bru Mineral Water
Contacts :
Charlotte Giroud
Contacts :
Ann-Sophie Parmentier
Executive Creative Management :
Karen Corrigan
Chief Creative Officer :
Geoffrey Hantson
Creative Director :
Katrien Bottez
Concept Developer :
Toon Vanpoucke
Concept Developer :
Morgane Choppinet
Copy Fr :
Alice Amant
Copy Fr :
Catherine Quadens
Account Team :
Nathalie Marchand
Account Team :
Camille Martin-Schmets
Account Team :
Amandine Donckers
Agency Producer :
Sophie Gunsbourg
Editing :
Simon Schuurman
Director of Photography :
Kassim Olivier
Director :
Kassim Olivier
Design :
Dries Lauwers
Design :
Lisa Leloux
Kassandra Donia
Retoucher :
Xavier Dockx

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