Melbourne Food & Wine Festival
Shared Moments
Paper Stone Scissors partnered with the Melbourne Food and Wine Festival to promote unforgettable, one-of-a-kind culinary experiences, driving visitation and building awareness for this much-loved annual event.
At its heart, the festival provides a platform for food lovers to come together around a shared passion: to celebrate, indulge, and connect in a vibrant, festive atmosphere. Our creative approach focused on capturing the joy and energy of these shared moments, reflecting the festival’s central theme of ‘Community’.
A series of illustrated arms symbolised a hands-on experience – representing a festival where everyone is invited to come together; to participate, contribute, dig in and try something new. When brought together en masse, these elements conveyed the lively energy of the festival – you can almost hear the chatter, clatter, laughter and spontaneous exclamations: “Whoa, that’s spicy!”
The campaign was rolled out across a comprehensive suite of festival touch-points, including print, digital, social, environmental, radio and outdoor advertising in key markets throughout Melbourne and Sydney.
