Huel
a creative piece of “design fiction”, together with supporting written materials PLUS a written essay. Element 1: Design Fiction Part #1: The Creative - In your creative team you should produce a “design fiction” which critically explores and comments on contemporary/near-future technologies. You can focus on any technology (including the ones explored in the Creative Laboratory Unit). Your fiction can be in any media form (e.g. film, print, digital etc). Part #2: The Research In your team you should produce an appendix to your Creative which presents the research behind the Design Fiction. This should include an annotated bibliography of sources consulted as well as any other text that serves to pitch your design fiction to a potential commissioning editor.
OUR
STORY
Our design fiction is the story of a future personalised food supplement - HUEL X and the backlash against it lead by food giants.
HUEL
Nutrition X
is the future
In today’s world, the food we produce has a massive negative impact on the environment. With the world population gradually increasing, we have to destroy our planet even more to feed us all. But maybe there is another solution. Maybe we can get rid of food. The nutrition supplement company HUEL recently launched a product that may change it all. The HUEL NUTRI X is a revolutionary food supplement, that is personalised for every single individual based on their data from NHS and personal technology such as Apple Health. The founders claim, it is the absolute best possible thing a human can eat.
THE
EXECUTION
The revolutionary product however, has been facing EXTREME backlash. The food giants decided to fight back with a massive anti campaign, where they media-hacked existing outdoor advertising spaces of HUEL NUTRI X
Mass campaign by Huel in public areas
media hacking anti-campaign by joined forces of food giants fighting for food culture.
X
