Visa WOAP
Creative Direction
Project Management
Copywriting
Photography
Graphic Design
Marketing Materials
IYKYK
Visa Wellington On a Plate is the Southern Hemisphere’s largest food festival and a wonderful celebration of food in the middle of winter. Every August, the whole Greater Wellington region tunes into the event, from the Kāpiti Coast to Porirua, across to the Wairarapa, through the Hutt Valley, and into Wellington city. The event marketing has to do two things at once: pull visitors into the region and convince Wellingtonians to leave the house in the cold. We were tasked with continuing with the direction set the year before and saw an opportunity to take things a step further with greater focus on what everyone was looking forward to.
We built on the previous year’s work, doing what we do best: we focused on simplifing the frame and making the food the hero with our people playing a supporting role.
This year’s campaign was built from the best kind of brief: what people said after last year’s festival. Real reactions became the creative springboard, paired with bold, appetite-inducing imagery to capture the joy, indulgence and delicious chaos of Visa Wellington On a Plate.
