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It’s extremely cynical to generalize about life in the way that the Ziploc Time Sucks campaign does, but for the purpose of drawing parallels to food, the chosen symbolism is quite effective.

Giovanni + Draftfcb put together these prints to juxtapose a single person’s past and present opinions on the very same subject. Two hourglasses are used to indicate the passage of time, and the statements drawn within the sand could not be any more opposite to one another.

One minute this woman has “found the man of [her] dreams,” and the next she’s questioning her entire marriage. In the same way, a wonderful promotion quickly turns sour. Even though the Ziploc Time Sucks campaign is focusing on specific examples that did decline with the days, when it comes to fresh food, unsealed items quickly lose their flavor.

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