Amsterdam-based online fashion retailer, FreshCotton wanted something different to launch their seasonal lookbook and the exclusive Stussy Amsterdam t-shirt.

We mashed Amsterdam’s liberal coffee shop culture with food & fashion and created BAKED- an idea that’s uniquely Amsterdam while grabbing the attention of customers worldwide.

A cooking show accompanied by a lookbook / cookbook where haute cuisine meets street-legal drugs.

Chef Misha used everything from well-known Marijuana to lesser know stimulants, aphrodisiacs and hallucinogens to create truly mind-blowing food.

A recipe that successfully increased sales by 23% and spread the name of the small Dutch online retailer across the globe.

We took Amsterdam’s liberal coffee-shop culture, mashed it with food & fashion and gave them BAKED. A 3-part cooking show, accompanied by a lookbook / cookbook where haute cuisine meets street-legal drugs. Chef Misha used everything from well know Marijuana to lesser know stimulants, aphrodisiacs and hallucinogens to create truly mind-blowing food. The idea was brought to life using a microsite that displayed the 3 recipe films, and a downloadable PDF of the cookbook, which contained six recipes interspersed with fashion photography, also given a psychoactive twist.

The campaign created a large amount of unpaid media buzz on very relevant fashion blogs such as Hypebeast, High Snobiety, Complex and news outlets as varied as Mashable, Huffington Post. More importantly, we successfully increased visits to the main retail site by 35% and sales by 23%. It also spread the name of the small Dutch online retailer across the globe, both within the industry and to consumers.