Melbourne is Australia’s culinary capital, but its Food & Wine Festival had become decidedly stale. We needed to inspire Melbourne’s foodies to see it with fresh eyes. Always on the lookout for new restaurants, ingredients, and cooking techniques, they’re modern-day explorers. So we positioned the festival as a destination to Discover Something New.
To bring Discover Something New to life, we created a campaign as handcrafted as the dishes themselves. Inspired by classic food and beverage art, each piece invited people to look again and discover something new with every glance.
With a limited budget, the festival relied on restaurants to sell tickets. The trouble was, Melbourne’s restaurateurs wouldn’t display traditional ads. So we turned the campaign into something they would display: collectible art. Inspired by classic food and beverage posters, we created 150 limited-edition framed prints and hand-delivered them to top restaurants. Each came with an invitation from the Festival Director to hang it on their wall, putting the festival in front of foodies while they dined.
We also created an app that used Bluetooth beacons to send personalised notifications based on people’s exact location as they explored Melbourne in search of new culinary adventures. Very handy in a city that prides itself on keeping its treasures well hidden.
D&AD - Wood Pencil x2
Cannes Lions - Shortlist x2
New York Festival - Finalist x2
AWARD - Finalist x2
Campaign Brief - The Work x1
Best Ads - Best Print of the Week