UNILEVER FOOD SOLUTIONS - Chef Of The Year Logo & Campaign
A campaign for a chef's competition should be jam-packed with mouthwatering food imagery, right?
I figured the exact opposite for this campaign. I argued that the chefs entering the competition need to be imagining not what others have done before them, but rather what their own creations would be. What could they serve up onto that empty white plate?
So the plates represent the open-ended opportunity that the competition offers. Once contextualised in this way, they could be manipulated to land various campaign messages too: Level playing fields, the sky, an artist's easel... all became fun interpretations of the theme.
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I initially became involved in this event when they wanted to re-look their trophy. Public Address designed the new trophy; a slightly abstract interpretation of a chef's hat. That became an opportunity to pitch on the campaign itself. So we developed an updated Chef Of The Year identity for them, using a vector depiction of the new trophy as the basis for it.
Subsequent to that, I've gotten to work on 3 consecutive years of this competition's campaign to professsional chefs.
