There’s nothing new about QR codes but there is something new about how Brancott developed this print ad and subsequently won the NNI Press ad of the month for March 2012.

The campaign ‘Curious’ was developed by creative agency- Boys and Girls, and consisted of the entire print ad being made up of just a QR code. But even more so, this was no ordinary QR code with black and white squares; instead the entire QR code was made entirely from food. We’re used to seeing QR codes being slipped in to the bottom corner of ads, out of the way and almost like they were an afterthought in the design process. However, Brancott’s QR code takes up a central position as can be seen in the image below.

Who said QR codes are dead?