Campaign: ‘Discover Something New’ At Melbourne’s Food & Wine Festival

Campaign: ‘Discover Something New’ At Melbourne’s Food & Wine Festival
Rebecca Tilly
By Rebecca Tilly
SHARE
THIS



Combining a deep-rooted love of food and wine with creativity and the arts is at the core of a new campaign launched this week by Melbourne Food & Wine Festival, via Ogilvy Melbourne.

Continuing its highly successful tagline “Discover Something New” launched last year, the campaign forms a close collaboration between some of Australia’s biggest name chefs and designers who worked together to create a visual representation of the chef’s hallmark culinary creations in a cleverly crafted animated campaign.

Ogilvy Melbourne’s ECD, Brendon Guthrie explains: “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.

MFWF-2015 low res-3 MFWF-2015 low res-2 MFWF-2015 low res-1

“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 cleverly crafted and highly visual campaign showcases a signature dish from Andrew McConnell of Melbourne’s leading restaurant Cumulus – tuna tartare with crushed pea salad – creating a tantalising visual feast for the viewer. Utilising Andrew as the voice-over in the TVC the viewer is taken on a descriptive journey of the dish showcasing how the unusual ingredients are married together to create a taste sensation.

The key visual from McConnell’s signature dish also features on the Festival guide cover and in press, digital, outdoor and transit. Supporting visuals from Chef Dan Hunter of Brae (quince simmered with onions, honey and cultured milk) and wine from Julian Castagna of Castagna Wines also appear on the outdoor.

Natalie O’Brien, CEO, Melbourne Food & Wine Festival said the Festival is considered to be one of Australia’s leading food and wine events because each year it strives to find new and inventive ways to appeal to Festival devotees and visitors alike.  “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.”

The Melbourne Food and Wine Festival campaign comprises TV, Radio, Press, Digital & Outdoor. The campaign launched this week ahead of the festival kicking off on 27th Feb, and runs through until 15th March.

Please login with linkedin to comment

AusVeg Clemenger BBDO Sydney EPiServer

Latest News

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]