Melbourne Food & Wine Festival turns to animated campaign combining food with art
The Melbourne Food & Wine Festival has kicked off this year’s marketing push with an animated campaign which visually represents various culinary creations.
Created by Ogilvy Melbourne, the campaign continues to use the the ‘Discover Something New’ tagline which launched last year, this time focusing in on chef Andrew McConnell’s tuna tartare with crushed pea salad with the chef providing the voiceover to take the viewer on a journey of how he creates his dish.
Ogilvy Melbourne ECD Brendon Guthrie said: “Melbourne is renowned for fostering a collaborative and creative spirit and for being at the forefront of the arts and producing some of the best food and wine in the world. This year’s campaign is a novel exploration of combining the two great features of Melbourne’s unique cultural spirit: food and visual art.
“The collaboration between chef and artist led to the creation of what we call ‘visual recipes’ that take food and wine lovers on a taste and sight sensory journey encouraging them to discover something new in the communication itself.”
The campaign is running across TV, radio, press, digital and outdoor. It runs through until March 15.
Melbourne Food & Wine Festival CEO Natalie O’Brien said: “We’re really proud of this year’s program. It’s probably the most ‘Melbourne’ the Festival has ever been. ‘Discover Something New’ is such a fantastic way to highlight what Melbourne is famous for – not just food and wine but creativity and the arts as well. We are confident that the campaign we have created with Ogilvy will capture people’s imagination – from connoisseurs to casual enthusiasts alike.”
Credits:
- Ogilvy Melbourne
- Executive Creative Director – Brendon Guthrie
- Copywriter – Tim Pashen
- Art Director – Brett Williams
- Senior Designer – Jesse Steinfort
- Copywriter – Kiriana Wheaton
- TV Producer – Lauren Free
- Supervising Producer, Print Production – Mary Darzi
- Strategist – Joe Heath
- Account Director – Mahli Pullen
- Account Manager – Odile Nyssen
- Animation and Design – Dan Short, The Craft Shop New Zealand
- Sound Design – Stephen Renfree, Bang Bang Studios
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