As the restaurant industry faces a challenging time, American Express, delicious. and Studio Messa joined forces to show their support and launched Shop Small delicious. Nights In.
The digital campaign showcased selected merchant stories across video content, online galleries and delicious. articles.
The campaign focused on each merchant’s story of how they have adapted, how they are operating now, and their plans for the future.
American Express, delicious. and Studio Messa worked closely to develop the creative strategy and production for the digital campaign, with the five-part video content series featuring some of Sydney’s favourite merchants. Shot on location, the series features butchery Victor Churchill, bar Tequila Mockingbird, The Restaurant Pendolino in Sydney’s historic Strand Arcade, Lebanese restaurant Nour, and Melbourne restaurant institute Di Stasio.
The content series brought to life the nostalgia and warmth of eating in a restaurant through the final colour grade, film treatment and use of natural textures throughout. Produced documentary-style, the video content intersects narration from each merchant with visual imagery, which presented the merchants’ stories to viewers in an authentic and personal way.
“Shop Small delicious. Nights In is a true demonstration of our continued backing of small businesses. Restaurants and bars are doing it tough right now, so we’re excited to launch this content campaign, as part of Shop Small, bringing our card members and small business customers together virtually,” said American Express vice president brand, charge card and experiences Naysla Edwards.
“When American Express delicious. Month Out was cut short due to the global pandemic and we then watched our restaurant industry close overnight, we knew we had to do something. Partnering with American Express to launch Shop Small delicious. Nights In was a natural pivot, and ensured we kept supporting these businesses by showing consumers they could still enjoy many of their favourite venues during lockdown,” said Escape editorial director, premium food & travel & editor in chief Kerrie McCallum.
This campaign forms a new partnership for Studio Messa and delicious.
“It was a great brief to partner with American Express and delicious. to highlight merchants in one of the most heavily impacted industries through this content series. With consumers spending more time online and at home, the campaign really connects these merchants with their consumers in a meaningful way,” said Studio Messa director Peter Pengly.
Using curiosity as their compass, Studio Messa creates compelling ways to engage with brands’ desired audiences through experiences, activations, creative concepts and next-generation visual moments. Having worked with clients including Nike, Canon and the National Gallery of Victoria, Studio Messa’s work resonates beyond the experience to leave an enduring impression.
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