Melbourne Food & Wine Festival - 2019

Strategy      Art Direction      Graphic Design      Typography      Motion      Digital      Social

Each year, food and wine lovers flock to events in and around Melbourne and regional Victoria to celebrate a shared passion for fresh local produce and award-winning talent at the Melbourne Food and Wine Festival.

In 2019, Paper Stone Scissors continued its ongoing partnership with the festival and worked to take the visual campaign to new heights, and transform the ordinary into the extraordinary. The campaign gave focus to the incredible (and often overlooked) fresh produce available in Victoria, making it the hero of the event and highlighting the surreal beauty of produce in its simplest form. 

By photographing the raw produce, we were able to maintain its natural appeal while enhancing textures, detail and elements of hyper-realism to create something truly extraordinary. 

The campaign was executed across print, digital, social, radio and outdoor in key markets throughout Melbourne and Sydney and saw an increase of 65% new attendees. The Festival was experienced by over 225,000+ people across 217 events, making for one of the most successful festivals to date. 

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