José Pedro Bortolini
︎︎︎ Creative Art Director

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MAGGI

Cooking Blindly

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In Brazil, there are 6.5 million people with visual impairments; however, all cookbooks are aiming visually able people. There aren’t any fully developed for their need. Well, until now.

Maggi believes that the kitchen must be a democratic place, which is why it launches the first sensory culinary guide for the visually impaired: The Cooking Blindly.

Developed in partnership with the Dorina Foundation, the largest organization dedicated to the inclusion of visually impaired people in the country, each detail of the guide explores the kitchen with a different sense. It is a tool that serves as an incentive for people with visual impartments to gain more autonomy and cook for themselves and others.

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After two years of research and development, we were able to bring together the basic principles of cooking in a book that fully explores the kitchen through the senses.

Throughout the 130 pages, the guide brings different stimuli with aromas, textures, and sounds. A trully immersive experience.

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Special cooking utensils were also developed and coupled as part of the guide.

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All the copies of the guide are available at the Dorina Nowill Foundation's headquarters as an instrument for rehabilitation courses where over 1500 people with visual impairment are assisted. Classes with the guide’s help are 1 to 1, a personalized experience according to the needs of each visually impaired person.

The next step is to increase production and take other copies of the guide to other institutions in Brazil.

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Cannes Lions ︎︎︎ 

Bronze • Industry Craft - Art Direction
Shortlist • Design - Books
Shortlist • Direct - Experience Design

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art direction: Lucas Zulian / José Pedro Bortolini
copywriting: Daniel Rocha / Samuel Normando
creative direction: Gustavo Victorino 

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accessibility consultants: Dorina Nowill Fondation
production: Produceria
print production: P+E Digital
2d ilustrations: José Pedro Bortolini / Lucas Zulian
3d illustration: Tin Cat Studio
3d printing: Comprint
technology: BizSys
aromas and scents: Giuvaudan / Chroma Microemcapsuládos
audio book and sfx: Canja Audio Culture

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film production: Silvio Medeiros
director: Silvio Medeiros
editing: 7Filmes
sound: Canja Audio Culture
still photography: Gustavo Mendes
website: Digital Business

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2021