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. Eevery August, the whole Greater Wellington region turns into the event, from the Kāpiti Coast to Porirua, across to the Wairarapa, through the Hutt Valley, and into the 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 forwards 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.
We’re all short on time but when something is that good we’re compelled to share it. So we built the campaign’s messaging around how word of mouth spreads. IYKYK. NGL. TL;DR. The mid-bite image carries anyone who does not clock every abbreviation. So if you aren’t familair with GOAT the impactful art direction stops you, and LFG rewards the people who get it.
