Buy the content, not the container by Mathieu Lévesque for Sid LeeAboutMathieu photographs these containerless products for Uniprix, which invites its customers to buy the content, not the container.In collaboration withIn Advertising, PhotographyCreditsPhotographer Mathieu LévesqueConsulat Production Eliane SauvéAccessorist Pascal BrousseauStyling Chantal LegaultPhoto assistants Renaud Robert Marc-Antoine DuboisDigital imaging Jonathan KempMore from MathieuShaker for KabaneSpecial edition for Romeo's GinGrand Opening for McDonald'sÉpatante Patate for Producteurs de pommes de terre du QuébecDo you have a challenge for Mathieu ?Go!