Project Overview
Harry Seidler’s Grosvenor Place is an iconic piece of architecture he designed in the 1980s. Armed with a strategic understanding of the repositioning of the Grosvenor Place brand following the development of the ‘Culture at Work’ positioning, we collaborated with the client to build awareness of its Piazza foodcourt offering.
Project Commissioner
Project Creator
Team
Anthony Donovan - Group Creative Director
Iris Vanhecke - Account Manager
Alex Dalmau - Senior Designer
Kieran Mistry - Designer
Jason Hughes - Production manager
COLLABORATOR
tinanded (Tin Nguyen and Ed Cutting - Illustrator/ Animators)
Project Brief
Aligning perfectly with the brand idea of ‘Culture at Work’, the ‘Food Culture’ campaign intends to help build awareness of, and position the Piazza as a new, sophisticated, cultural food and beverage destination that caters to both business hospitality and social activity.
Project Innovation/Need
Using a Pop Art inspired art direction, the ‘Food Culture’ campaign aims to create a vibrant and engaging campaign consistent in look and feel to the strategic brand repositioning of ‘Culture at Work’, thereby communicating Grosvenor Place as a total destination at the intersection of work and play.
The creative is designed to position the dining precinct with a twist using animated elements of surprise. Having a curated food offer, it was important that the creative presented the Piazza as a dining precinct with multiple food and beverage options, showing diversity as well as quality of offer.
Design Challenge
The ‘Food Culture’ campaign required broad appeal and the strength to promote the idea that accessibility to culture is for all audiences - retailers, staff and the general public.
Effectiveness
The campaign appeared on cross-track billboards, in-lift advertisements, social media animations and printed flyers.
Advertising - Outdoor, Retail, POS
This award celebrates creative and innovative design for visual communication including traditional and digital signage intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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