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The Black Farmer


Planning Unit have once again teamed up with Tony Kaye for his advert for The Black Farmer.

Wilfred Emmanuel-Jones, AKA The Black Farmer specifically asked Tony Kaye to direct the advert – which was made by agency Big Eyes and written by its CD Martin Galton.

Emmanuel-Jones says “I want to challenge stereotypes about what it means to black and British. [The ad] celebrates rural Britain and making things that appear to be uncool cool, I didn’t want a standard food ad. If I’m going be in it then I wanted people to think ‘what the fuck is that about’?”

Kaye on the advert said “It’s the greatest sausage ad ever made.”

Tony asked us to create various typographic treatments to be used on the advert. As is the norm when we work with Tony, we were given free rein to try different things, we even created pieces by painting with sausages!

We supplied Tony lots of different elements to use within the advert.