In a food event, where food meets creativity and innovation, Food Exhibitionism celebrates the unity of food and modern culture.
The event shows that food is an important bearer of culture and reflects the current trends in society. As we share our lives on social media by means of our mobile phones, food and photography has become a mainstream phenomenon. We express ourselves, with sharing photo’s on food-art, #foodporn on Instagram, sharing self-cooked meals, restaurant experiences and food festivals. Everybody is quite exhibitionistic about his or her food, and we love to be the voyeurs of other people’s food experiences.
Objective: Directly target fans of food and creativity, and create awareness around the event in a meaningful way that draws people towards the event. And, spark a conversation about our favourite topic: food.
How do you attract attention towards a food event, in a world that is already filled with food?
By taking photos of your meal and liking the ones of others on social media everybody tries to create something special: the perfect dish, photo, or food event. But within this mass of perfection, nothing really stands out. And, with the trend of preparing food as quickly as possible, and Photoshop and filters turning boring dishes into masterpieces, food is not really creative anymore. So with the campaign we aimed to show everyone working in the creative industry and food industry, and every other food and creativity lover, how creativity and food can be combined in a remarkable and original way.
When creating the images we stuck to the same principles and values a chef would when creating a menu: paying a lot of attention to details such as: the composition, preparation and the ingredients. From cutlery to coffee bean, every component is painstakingly prepared to produce the ultimate effect. Every grain of rice was added by hand