Ogilvy Melbourne’s Discover Something New lured a pleasing number of curious Australians to the Melbourne Food & Wine Festival last year, so it returns for this year’s campaign.
Ogilvy has also called on some of Australia’s biggest name chefs and designers to help it create a an animated campaign that evokes hallmark dishes with design and illustration to tantalise would-be masterchefs, gourmets and art lovers.
Ogilvy Melbourne executive director, Brendon Guthrie explained, “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.
Visual recipe for outdoor. Chef: Dan Hunter Dish: Quince simmered with onions, honey and cultured milk. Restaurant: Brae
“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.”
At the centre of the campaign is a TVC about a signature dish, tuna tartare with crushed pea salad, from Andrew McConnell of Melbourne restaurant, Cumulus. McConnell narrates the story of his dish with its unusual flavour pairings, as a visual representation of it gradually appears on the screen.
The key visual from McConnell’s 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, chief executive officer, Melbourne Food & Wine Festival noted, “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 full campaign is made up of TV, radio, press, digital & outdoor. The campaign launched this week ahead of the festival that runs from February 27 to March 15.
Visual recipe for outdoor: Winemaker: Julian Castagna. Wine: Castagna Genesis Syrah. Winery: Castagna Wines
Creative credits:
Agency: 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
[main image: Used across all press, digital and the TVC. Chef: Andrew McConnell Dish: Tuna tartare with crushed pea salad. Restaurant: Cumulus Inc.]
