Ogilvy's first work for Melbourne's ultimate foodie fest

Ogilvy's first work for Melbourne's ultimate foodie fest
SHARE
THIS


What best describes you?

Ogilvy Melbourne has unveiled its first campaign for new client Melbourne Food and Wine Festival as the annual foodie event rapidly approaches.

The ‘Discover Something New’ campaign is designed to attract both a younger and broader audience to the yearly food and wine extravaganza.

It is the first work for the Festival Ogilvy has released since it took over the account from Clemenger BBDO Melbourne last year, as revealed by B&T.

Michael McEwan, Ogilvy Melbourne’s general manager, said: “This campaign aims to get the message across that the Melbourne Food and Wine Festival is the perfect opportunity to explore, discover and find that something new. 

“Through the use of artistic and sophisticated imagery, along with cutting edge technology and promotions, we hope to also capture the attention of a whole new audience by positioning consumers as the new explorers.”

The campaign includes a TVC (below), cinema and outdoor advertising, digital display and press.

An ‘Explorers’ App which utilises “first-to-Australian technology” designed by creative technologists at fellow STW Group agency DT is set to be launched the week before the festival with more details to be released shortly.

A selection of limited edition posters have also been created to be displayed in the Festival’s participating cafes and restaurants.

Brendon Guthrie, Ogilvy Melbourne’s ECD, described the posters as “limited edition pieces of art, each hand-printed and hand-numbered to reflect the sophisticated nature of the Festival”.

“The entire campaign and creative execution is a charming celebration of what it means to be curious about food and wine, and one we hope will leave our target market unanimously feeling that this is their festival,” he added.

On the Fesitval’s need to woo younger generations CEO Natalie O’Brien said: “The Festival is just as much about socialising as it is about food, so we’ve also created some promotional adventures for these explorers to take advantage of, to really capture a younger generation.”

The Melbourne food and Wine Festival runs from February 28 until March 16.

http://www.youtube.com/watch?v=hdBMd70qQuA

Credits: Client: Melbourne Food & Wine Chief Executive Officer: Natalie O’Brien Marketing Manager: Natalie Duke Agency: Ogilvy Melbourne Chief Creative Officer: Steve Back Executive Creative Director: Brendon Guthrie Art Director: Brett Edwards  Copywriter: Tim Pashen Group Account Director: Nici Henningsen Senior Account Manager: Mahli Pullen Account Executive: Shane Mitropoulos TV Producer: Jennie McCartney Supervising Producer: Mary Darzi Print Producer: Felicity Sanders Senior Planner: Eugene Catanzariti Animation and Design: The Craft Shop New Zealand Music Composition: Richard Buxton & Sam Hopgood, Sound Lounge Sound Engineer: Richard Buxton Sound Producer: Liz Haussegger, Sound Lounge Digital Agency: DT Melbourne Strategist: Athan Didaskalou Senior Producer: Graeme Sneddon Screen printing: Dangerfork

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]